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  (Source: Jason Mick/DailyTech (Original Image: AP))
RIM urges developers not to "be mislead", that "the [BlackBerry 10] launch is just ahead" in Q1 2013

A lack of ambition?  A grim dose of reality?  No matter how you interpret it, embattled Research in Motion, Ltd. (TSE:RIM) CEO Thorsten Heins' recent remarks are a testament to how far the giant has fallen, even as it hopes to rise from the ashes.  

I. A Burning Platform

At a press unveil of beta hardware for the BlackBerry 10 platform, Mr. Heins said his company's short term goal is to get back to third place.  He remarks, "We have a clear shot at being the number three platform on the market. We're not just another open platform on the market, we are BlackBerry."

Three years ago hearing the CEO of RIM say that his company was shooting for third would have elicited confused chuckles.  Back in 2009, RIM was at the top of the market.  One of the most valuable tech stocks, RIM employed nearly 20,000 people globally.  It sold more smartphones that any other OEM -- in fact nearly 1 out of every 2 smartphones sold at the time was a BlackBerry.

Ex-RIM CEO Mike Lazardis's infamously remarked to Fortune in 2009 -- "Sometimes we have to put the brakes on.  We've shown that we can handle annual 100% growth. I'm not sure we could handle more than that."

The Rimdenberg has cruised from star to scorned. [Image Source: Jason Mick/DailyTech LLC]

Well RIM indeed hit the brakes.  It's been a tumultuous flaming crash ever since, with RIM's brand image going from glowing to garbage due to the company's failure to keep pace with competitors in pushing the hardware and software envelope.  Today less than 1 in 20 smartphones sold is a BlackBerry [source].  RIM has laid off nearly half its employees.  If you invested $22,000 USD in RIM back in 2008 you today would be left with less than $1,000 USD, thanks to the company's terrible tumble.

II. A Comeback?

But CEO Thorsten Heins is convinced his company's new platform will be superior to Google Inc.'s (GOOG) Android 4.1 "Jelly Bean", Microsoft Corp.'s (MSFT) Windows Phone 8 [1][2][3], and Apple, Inc.'s (AAPL) iOS 6.

He comments, "It has all the table stakes we need to have for consumer [success].  [Y]ou climb a mountain step by step.  I'm not thinking about BlackBerry being the number one smartphone, BlackBerry needs to be number one in mobile computing."

Thorsten Heins
RIM CEO Thorsten Heins would be happy to be in third place at this point. [Image Source: The Verge]

Unsurprisingly, much of Mr. Heins' critique of the competition focuses on Apple -- a brand darling that has arguably innovated the least since 2007 in the user interface department.  Much like Microsoft RIM feels that pushing apps into the background -- the strategy Apple uses -- hinders busy users as it increases wait times.  Both BlackBerry 10 and Windows Phone 8 feature persistent apps that are simultaneously running.  

RIM takes things even a step farther than Microsoft, though, displaying actual thumbnails of the running app in a "multitasking zone".  Of course, there are some downsides to this approach -- some customers may prefer a more stylized animated widget and there may be battery life penalties for rendering an actual thumbnail of each active app.

III. RIM Serenades Developers in Odd Pitch

In its latest in a series of bizarre marketing pitches RIM released a video alongside the event titled "Devs, BlackBerry Is Going To Keep On Loving You", which features an odd rock song about BlackBerry 10 and RIM's "transition".

The rather out-of-tune RIM crooner promises, "Don't be mislead, the launch is just ahead."

Of course RIM has been promising that since mid-2011, so whether it meets its Q1 2013 deployment target remains to be seen.  Whether developers -- and customers -- still have any love left for RIM also remains to be seen.

Sources: The Verge, YouTube [RIM]

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Typical Mick anti-RIM trolling
By Pirks on 9/26/2012 1:39:46 PM , Rating: 1
LOTSA AND LOTSA words about rimdenburg and some unrelated pop singer singing some unrelated bs but Mick is really pushing himself to write even a couple of words just to BARELY MENTION some of the interesting tech stuff RIM presented recently. Of course for biased and/or paid troll like Mick writing ANYTHING here about new BB10 SDK will be a pain, but isn't it interesting to some other less trollish and more tech literate users than you Mick?

I mean, I got a ton of much more interesting info from other sites and blogs, and they were much less biased. They too admit RIM is in deep shit but unlike Mick they spend most of their words on actual new tech presented by RIM such as new BB10 SDK stuff. their UI framework in more details etc etc.

What happened to your self respect Mick? Why you just stopped pushing yourself to higher standards when it comes to RIM? I've seen your super lenghty technical posts on patents and rectangles and Apple, you're like Apple Apple Apple, and next day in your other posts it's again Apple Apple Apple, are you feeding Motoman on purpose or what? If I were tech blogger like you I'd strive to stay unbiased, limit my opinion to like one picture of rimdenburg in a header of the post and that's it and then maybe one phrase that "everyone knows that RIM is dead but they still shout from the grave yada yada" and THEN I would proceed with spending lotsa words describing what RIM presented and showing two-three interesting youtube videos that'd tell us about what BB10 is looking like and what interesting UI ideas are there etc

Instead, it's like RIMdenburg Apple RIMdenburg Apple RIMdenburg Apple Apple Apple Apple Apple all over your posts... and this mess is followed by one-two lines about yeah RIM presented this thing whatever kthxbye

Now WTF Mick? Why don't you troll about RIM is dead and Apple patents are rectangle yada yada IN THE COMMENTS SECTION? How about that Mick?

You post short blurb in the beginning, saying RIM is dead. Then you post a LONG description with videos of the new stuff they made.

Then IN THE COMMENTS you immediately post the huge troll post stating how much RIM sucks, how lame Pirks is and so on.

How do you like this plan Mick? Sounds like more respectful to all your readers, both RIM haters and RIM fanboys isn't it?

I'd follow this plan a long time ago Mick if I were you, it's such a shame to read your pulp fiction here on a supposedly "tech" site.

Please in the future cut down on trolling and writing your subjective opinion in too many words, just state it briefly and proceed to long detailed TECH post about TECH. YOU CAN ALWAYS STATE YOUR OPINION IN YOUR OWN LARGE ESSAY IN THE COMMENTS SECTION.

Retro tell me I'm right, I can't believe EVERYONE here enjoys Mick's "90% trolling 10% tech substance" style. Do YOU enjoy it too retro?

RE: Typical Mick anti-RIM trolling
By Cheesew1z69 on 9/26/12, Rating: -1
RE: Typical Mick anti-RIM trolling
By ClownPuncher on 9/26/2012 2:39:40 PM , Rating: 5
That's not true; I forced him to read it. Be more considerate to those I torture.

By Cheesew1z69 on 9/26/2012 2:48:19 PM , Rating: 1

RE: Typical Mick anti-RIM trolling
By retrospooty on 9/26/2012 3:14:58 PM , Rating: 2
"Then IN THE COMMENTS you immediately post the huge troll post stating how much RIM sucks, how lame Pirks is and so on."

He would be correct.

"Retro tell me I'm right, I can't believe EVERYONE here enjoys Mick's "90% trolling 10% tech substance" style. Do YOU enjoy it too retro?"

I dont think you are right, I think you are totally nucking futz.

As far as Mick's articles... Yes, they are sometimes opinion based, but its a tech blog not a national news site FFS. If you dont like it dont read it. You are just bent out of shape because your opinion differs from his on RIM. On this issue you are wrong, and have been wrong every step of the way. Now, as I said would happen, even IT holdouts are dropping RIM. They are totally inept and have lost the ability to manage themselves and stay competitive. What abouot RIM's track record in the past 5 years makes you think they will get OS10 devices right from the start? It's already a year late per RIM plan, and that Plan was already 2 years late. RIM is going away. The problem they have right now is a lack of interested buyers. They want too much money for a product that is basically over.

RE: Typical Mick anti-RIM trolling
By Pirks on 9/26/12, Rating: -1
By Cheesew1z69 on 9/26/2012 4:21:15 PM , Rating: 2
I thought better of you.
I don't really think he cares...

RE: Typical Mick anti-RIM trolling
By Cheesew1z69 on 9/26/2012 4:23:30 PM , Rating: 1
I'm lost man, I don't understand his crazy motivation at all.
Of course you are, you are a little slow in the head...

RE: Typical Mick anti-RIM trolling
By Pirks on 9/26/2012 5:29:26 PM , Rating: 1
Buzz off and let adults talk kiddo, I'm more interested in opinion of retro than a juvenile clown like you

RE: Typical Mick anti-RIM trolling
By Cheesew1z69 on 9/26/2012 6:00:46 PM , Rating: 1
Adults, coming from you, now THAT is hilarious.

Juvenile clown, again, from you, hilarious considering you are the whiniest little bitch on here.

OMG JASON MICK IS BASHING RIM! QQ QQ...cry some fucking more you little bitch.

RE: Typical Mick anti-RIM trolling
By Pirks on 9/26/2012 6:44:51 PM , Rating: 1
Problem is he's bashing it in like 90% of his post, why doesn't he bash it in only 10% and leave the other 90% to tech substance?

RE: Typical Mick anti-RIM trolling
By Cheesew1z69 on 9/26/12, Rating: -1
RE: Typical Mick anti-RIM trolling
By Pirks on 9/26/2012 9:05:42 PM , Rating: 1
Not before you stop bitching like an ass raped whore about Apple in every thread here

RE: Typical Mick anti-RIM trolling
By Cheesew1z69 on 9/26/2012 9:17:32 PM , Rating: 2
Um. Yea. Once again, you show your idiocy and obviousness that you haven't a clue what you are talking about.

RE: Typical Mick anti-RIM trolling
By Pirks on 9/26/2012 9:34:18 PM , Rating: 2
Once again your clownish routine got boring and you failed to entertain me like before

RE: Typical Mick anti-RIM trolling
By retrospooty on 9/26/2012 6:18:24 PM , Rating: 2
Dood, my eyes are in pain from reading your post. They literally hurt right now. I am gonna go get some Advil.

RE: Typical Mick anti-RIM trolling
By Pirks on 9/26/2012 6:37:39 PM , Rating: 2
Hehe good way to weasel your way out of replying my inconvenient question. Talk to ya later then, when Mick will post his 90% trolling 10% substance anti-RIM post again.

By theapparition on 9/27/2012 3:27:24 PM , Rating: 2
Perhaps 90% of the article is negative because they've lost 90% of their stock value.

The problem with mobile platforms is the rate of adoption and turnover. Every 2 years people are upgrading. $1-$5 apps aren't enough to tie everyone into an ecosystem (although I pity those dumping $2k into iTunes).

I'll give RIM a fair shake, but they've got to wow everyone. And I mean WOW. Bringing something up to par isn't going to cut it. Being slightly better doesn't do it. It has to have features that have never been seen before. Usability that just destroys the competition.

With that said, I don't see much hope for RIM. I'm hoping they can pull it off, but I highly doubt it.

RE: Typical Mick anti-RIM trolling
By Reclaimer77 on 9/26/2012 8:23:19 PM , Rating: 2
lol wtf is this?

RE: Typical Mick anti-RIM trolling
By retrospooty on 9/26/2012 10:44:39 PM , Rating: 2
Son of Unabomber?

RE: Typical Mick anti-RIM trolling
By Pirks on 9/26/2012 10:56:19 PM , Rating: 2
Said Mr Slippery Weasel :)))

Um, no.
By Motoman on 9/26/2012 12:55:29 PM , Rating: 3
RIM will be lucky if they can win the fight for #4. Against such plucky contenders as Symbian and WebOS.

RE: Um, no.
By bupkus on 9/26/2012 1:57:02 PM , Rating: 2
WebOS in my opinion was ahead of its time. Its multitasking may be a drain on batteries from its Palm and HP days for soon we'll have processors and batteries that will sustain true multiprocessing.

Unfortunately, and as we all know, webOS was neglected by Palm and then killed by HP.

As for the future of BB, I believe anyone can make a comeback, even BB. How do I support such a statement? Imagine, all you Apple enthusiasts, if a Steve Jobs type was made CEO of BB. Could he bring it back from the brink?

Heh, heh, just kidding. Remember the movie, "Boys from Brazil"?

RE: Um, no.
By Jeffk464 on 9/26/2012 2:19:52 PM , Rating: 2
betamax all over again, palm came up with a killer OS with webOS but the market wasn't interested.

RE: Um, no.
By Jeffk464 on 9/26/2012 2:22:59 PM , Rating: 3
I'm kind of thinking the same thing might happen to windows phone 8. MS will be practically begging people to pay attention to wp8 when everyone is already pretty sold on android and iOS.

RE: Um, no.
By retrospooty on 9/26/2012 3:17:35 PM , Rating: 2
Palm came up with a killer OS and the market wasnt interested because they paired it up with horribly slow and failure-prone hardware. On top of that they never really had a chance to "polish it off". Could have been great. Imagine WebOS today on a modern SOC with speed improvements and bug fixes. It would kick IOS, Android, Winmobile's ass easily.

RE: Um, no.
By Samus on 9/26/2012 4:03:10 PM , Rating: 2
I still have to modify my Android phones to use more gestures being a convert from WebOS. The speed you could do things on WebOS without even hitting a button, even taking advantage of a 2.5" HP Veer screen, was just astoundingly ahead of its time.

But I agree, when Pre launched in 2009 I was like whatever I have a Blackberry and its solid. Little did I know it took me 3x longer to do just about anything on a BB opposed to the WebOS device I used from 2010-2012.

By estarkey7 on 9/26/2012 12:00:10 PM , Rating: 5
Hello everyone! Our product is so revolutionary that we are relatively optimistic that we will work our way back up to last place!

RE: Aspirations
By XZerg on 9/26/2012 1:39:29 PM , Rating: 2
3rd place isn't exactly last place and even if it is, the amount of revenue/profits a 3rd place in that industry would make is still in billions. Last place in that industry would be being categorized as in "Others" with 2-5% total space in that category.

So i would not call it "last place". If RIM can do that in the newly defined mobile world at this stage especially with Nokia (former #1) too contending for that spot, they would have done a great job on doing a comeback.

RE: Aspirations
By othercents on 9/26/2012 1:59:29 PM , Rating: 3
I'm still trying to decide if that is 3rd place to other hardware platforms or 3rd to other software platforms. Either way they are coming from a significant disadvantage especially since users will have the option to use the new software platform or use someone elses. Plus you already have the other new software platforms running while you need to wait until 1Q2013 for Blackberry 10 which even if you wait might get delayed.

RE: Aspirations
By Jeffk464 on 9/26/2012 2:17:56 PM , Rating: 2
A more realistic want is just to stay in business or to get bought out so the stock value doesn't go to zero.

dead business model
By dani31 on 9/26/2012 11:49:31 AM , Rating: 4
Nobody needs to pay an extra 10 bucks a month to have their emails pushed to their phones, while being routed through a third party set of servers.

There are enough alteratives ready for corporate prime time.

By BifurcatedBoat on 9/26/2012 3:00:02 PM , Rating: 2
RIM's best move would be to give up on the BB OS entirely, and focus on building their business-friendly phones and apps on top of another OS that has broad application support.

Even though I prefer Android for my own phone, WP8 would actually make a lot of sense for this given their business-oriented target market.

By Belard on 9/28/2012 3:55:13 AM , Rating: 2
WP7 didn't sell either. WP8 is better and there are more choices... but if Windows 8 tanks in the market, it will reduce the number of WP8 sales.

MS is positioning the Deskop<>tablet<>Phone to feed-loop in order to jump start into the Tablet/phone business.

I've been using Metro UI for almost 2 years on my Android phone, going to Android 4.0 with my new phone has wiped out my desire to use the WP7/8 Metro UI.

RIM spending 3 years to get BB10 to market shows major FUBAR. They could have gone Android with no money down and on their phones 2+ years ago. It would take them what.. 2 maybe 3 months to validate and ship an Android phone? Same for Nokia is WP8 bombs.

Android UI, while it functions mostly the same - the hardware makers can customize the skin and some functions for a slightly different experience. Using an almost pure Android 4.0 on my Atrix HD is a better experince than using the UI on Samsung GS3. SONY looks very different and sony-style slick. HTC is also quite nice in its own way. They handle task-switching slightly different.

RIM could have easily made their OWN BB-style skin, install their OWN BB APPS that is only for their hardware (if they want)... As it is, their hardware is vastly out-dated, their playbook is 1.5 years of failure.

number 3 lol
By flyingpants1 on 9/26/2012 7:38:05 PM , Rating: 2
RIM still has a chance at #3, but I don't see them getting more than 10% market share any time soon.

But the best way to seal their own fate would be if they didn't show up to the game at all.. BB10 could be a lifeline, that #3 spot holds can them over with cashflow until they explode in popularity again in new niche markets.

DT is a tabloid, stop trying to turn it into a legitimate news site by yelling at Jason Mick. It's not like Jason owns the site. Although he is an awful blogger..

RE: number 3 lol
By Belard on 9/28/2012 2:41:45 AM , Rating: 2
I don't think he is crying from the Pirks attack.

He has strong feelings for RIM.

Take a bow
By FATCamaro on 9/26/2012 11:28:49 AM , Rating: 2
Whoever did the Kayla 3rd place image. Nice!

By Nortel on 9/26/2012 11:40:23 AM , Rating: 2
"Don't be mislead, the competition eating our lunch is just ahead"

Maybe #4
By kleinma on 9/26/2012 12:25:26 PM , Rating: 2
I just don't see BB being able to really make a strong comeback at this point. Unless WP8 is a flop, the best RIM can hope for is 4th place. WinPhone8 just has too good a backing, and will integrate with Windows 8, and probably be easier to manage in an enterprise setting.

To Quote an Old Friend
By Shadowself on 9/26/2012 12:31:41 PM , Rating: 2
RIM is in the
"begin to,
start to,
commence to,
think about
doing something, someday... maybe"
phase of their turn around plan.

"I mean, if you wanna break down someone's door, why don't you start with AT&T, for God sakes? They make your amazing phone unusable as a phone!" -- Jon Stewart on Apple and the iPhone

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