backtop


Print 51 comment(s) - last by Uncle.. on Jul 11 at 2:00 PM


  (Source: Reading Remy)
Lightsquared castoff believes people love BB10 so much that doing nothing is the best form of marketing

RIM recently posted a dismal quarter in which its handset sales plunged, it posted a loss, and it yet again delayed the launch of BlackBerry 10, its QNX-based platform that's a delay or two away from gaining official vaporware status.  RIM's new marketing chief Frank Boulben -- a former top executive at now-bankrupt LightSquared -- however, argues that all is well and that missing the holiday season is no big deal.

He comments in a Reuters interview, "The short delay is not detrimental if the quality is there when we launch early next year.  We will have much more attention and focus and ability to leverage our carriers."

Mr. Boulben believes that BlackBerry's fans are so in love with BlackBerry 10 that he doesn't even need to do much to promote it, simply relying on social media word of mouth.  He comments, "The most natural thing to do from a marketing standpoint is to put that experience in the hands of our fans and let them do the marketing job, so to speak."

For the marketing RIM does do, he says he wants to unify RIM's previously fragmented message, but offered no clues in his published quotes as to how he intended to do that.

The commentary follows a radio interview with CEO Thorsten Heins who insists there's "nothing wrong" with RIM.  Mr. Heins believes that BlackBerry 10 devices will be better than the sixth generation iPhoneWindows Phone 8, and Android 4.1 Jelly Bean devices.  

In an opinion piece Canada's Globe and Mail he writes, "[BB 10 will] empower people as never before.  We do not believe RIM is a company at the end.  RIM is a company at the beginning of a transition that we expect will once again change the way people communicate."

RIMdenberg
RIM Execs: Fire? What fire?  [Image Source: Jason Mick/DailyTech LLC]
 
RIM's optimism seems pretty unusual for a company whose unsold product is piling up and who just committed to laying off a third of its workers.  Of course Mr. Heins may be inclined to flights of fantasy, given that he previously considered it a good idea to market his business-minded smartphone using a series of colorful, childish cartoon characters.  More than likely that spells bad news for investors who might make short gains from a sale, but will likely be on board for a continued downhill ride as Mr. Heins and company hold out.

Sources: Reuters, Globe and Mail [Thorsten Heins]



Comments     Threshold


This article is over a month old, voting and posting comments is disabled

Cue the Hate
By GTVic on 7/10/2012 2:10:58 PM , Rating: 2
Cue the "I hate RIM", "RIM should die", "Blackberry is crap" comments from the sheeple.

I'd take a piece of a company that generates over $15B in revenue per year, yes that is a "B".




RE: Cue the Hate
By retrospooty on 7/10/2012 2:14:03 PM , Rating: 5
Cool, you should invest in RIM several years ago, because those days are over. they are operating at a loss for the past 2 quarters and are expected to lose more the next 2. By then, BB10 has to compete with iPhone 5 and the 2nd wave of Jelly Bean devices, as well as Windows phone8. It's not going to be pretty.


RE: Cue the Hate
By Mitch101 on 7/10/2012 5:26:32 PM , Rating: 2
RIM is rumored to be splitting the hardware and software to different companies and we could possibly see Blackberry devices running Windows 8 Phone alongside BB10 on the same hardware.


RE: Cue the Hate
By retrospooty on 7/10/2012 6:00:52 PM , Rating: 2
If RIM had been able to do anything but f%^k up the simplest of tasks recently I might think they have a chance. Look at the past 6 years. What has RIM executed well on? Same question for the past year, or even the past 3 months. They cant just go from lame-duck to firing on all pistons because they bought a good OS (QNX) or partnered up with another good OS.


RE: Cue the Hate
By Mitch101 on 7/10/2012 6:35:53 PM , Rating: 4
I carry a BB for work and its still ok but not going to capture anyone with a smartphones attention. I think they took a step forward with the interface but a step backwards in the configuration menu.

I dont think RIM has any real direction or vision and I cant say anyone would use the word Vision with Blackberry unless they branded a device with the name. I also think they are banking too much on customer loyalty being a saving grace but many people have moved on and that loyalty is with someone else now.


RE: Cue the Hate
By retrospooty on 7/10/2012 6:44:32 PM , Rating: 2
"I also think they are banking too much on customer loyalty being a saving grace"

Exactly. BB fans already left. Even over-zealous holdouts like Pirks bought a Windows phone. The only thing they have left are some large corporations that are still tied to BES, and even they are jumping ship fast. It's over.


RE: Cue the Hate
By jonmcc33 on 7/11/12, Rating: 0
RE: Cue the Hate
By sigmatau on 7/11/2012 1:29:44 PM , Rating: 3
I would not buy Android and definetly never buy Apple again. I had a GS2 and currently a GS1 (work) and they were beyond horrible. Yes they did have more apps but both phones can't do built in functions very well. The built in email app on both phones did not work correctly. It would crash a couple of times a day at the least. On my GS1, I can't even download all my emails. If I needed to find an old email, good luck on a bad signal.

I guess I use my phone more for business and if doesn't work correctly there, I can care less if there are some games missing on my phone. I don't care that much about gaming on phones as almost 99% of games are a rehash of another game.

iOS was just a different POS experience. You couldn't do simple things on the phone and if you would ask Apple they would ask you "why would you want to do that" instead of "our OS is pathetic and can't do what you want it to do."


RE: Cue the Hate
By sigmatau on 7/11/2012 1:32:13 PM , Rating: 2
Also, I hear there is still no update for the GS2 to ICS for AT&T. Wow, it's only been 9 months since its release! Maybe next year.


RE: Cue the Hate
By geddarkstorm on 7/10/2012 2:18:59 PM , Rating: 2
This is true. If one looks at page 10 and 14 of RIM's annual report for 2011 www.analist.nl/reports/552_2011.pdf , they are doing nothing but shooting up rapidly year to year in net income and devices sold.

Makes me wonder where this image of them struggling is coming from. For market share, maybe, but not as a company in and of themselves, it seems. Other than all the layoffs; which seem wholly unjustified with the amount of moolah they are raking in.

Still, I do think RIM needs to do better, as they have kinda been resting on their laurels instead of really innovating the past year or two. And that will catch up to them eventually. And again, the mass layoffs... why?


RE: Cue the Hate
By geddarkstorm on 7/10/2012 2:25:03 PM , Rating: 2
Ok, nevermind. Financial year/quarter reports are actually for the year ahead of the current calender year. So 2011 fiscal is actually 2010 calender. Thus this year is 2013 fiscal. Yeah, confusing.

On that note, indeed, RIM is still earning high positive revenue of many billions, but it is falling fast compared to calender year 2010 (fiscal year 2011 as posted above).

Yep, as bleak as it seems.


RE: Cue the Hate
By NellyFromMA on 7/10/2012 2:36:07 PM , Rating: 2
IIRC, the majority of their biz comes from governments (domestic and foreign) and some corporations. Their outlook on consumer retention in these area's is poor. As we have seen with Microsoft, a substantially more successful company than RIM, you cannot appeal exclusively to corporate markets and shunt general consumers if your products are in fact going to be used by general consumers.

No one wants a blackberry. If someone does, more often than not its the type of person who is just comfortable with one, or the rare few who actually do admire bb. That's not a viable strategy. In 5 years, unless propped up by more gov/corp sales, RIM will be a much slimmer bueinss if a business at all.

That's not hate, its just what's trending. By basically not improving their software in any meaningful or substantial way, they are assuring continued disinterest in their products.


RE: Cue the Hate
By Argon18 on 7/10/12, Rating: -1
RE: Cue the Hate
By NellyFromMA on 7/11/2012 8:48:29 AM , Rating: 1
Evidentally you're one of these people who can't compare SIMILAR things and they must be EXACTLY the same in order to have any sort of relevance. This is so counter to a logical and open minded thought process that I mostly just have to disregard your position altogether. Maybe better composing yourself would dignify an actual response. All that crap means nothing and doesn't detract from my point in any meaningful way.


RE: Cue the Hate
By ven1ger on 7/10/2012 3:02:20 PM , Rating: 2
You have to remember that more than 1 billion of that so-called revenue, is from laying off 1/3 of its workforce. Who was layoff from the workforce is also a telling point of where this company will leverage itself out of the hole, and I don't believe they can. From that 1 billion in savings, you can conclude that is 1 billion in lost revenues if their financial situation is the same.

With this delay in their product and the hype that is surrounding it, means they will be further behind in terms of viability as other device makers are not sitting on their laurels and producing better software and better hardware. If RIM cannot turn things around soon, the future is bleak, they could still exist for years shedding workforce and other expenses while having revenue from a shrinking customer base but that is a losing spiral.


RE: Cue the Hate
By 91TTZ on 7/10/2012 2:36:06 PM , Rating: 4
You seem to be confused by the numbers that you're throwing around. Yes, their revenue is $15 Billion. But that doesn't really tell you anything about the health of the company.

For reference, GM's revenue in 2008 was $150 Billion. Would you have liked a piece of GM at that time? They had to declare bankrupcy the following year and you would have lost everything, since their stock was wiped out.

RIM's future looks bleak. Their core business, smartphones, went mainstream after the introduction of the iPhone. They quickly began losing marketshare in their stronghold and the public has largely forgot about them. They've laid off a good percentage of their workforce in the last year and not many people seem to be too interested in their upcoming products.


RE: Cue the Hate
By Argon18 on 7/10/12, Rating: 0
RE: Cue the Hate
By Nortel on 7/10/2012 2:49:59 PM , Rating: 5
RIM lost 95% of its value since 2008, cut 1/3 of its workforce, posted a loss of 518 million on 2.8 billion in revenue and delayed the BB10 release. How can you possibly have a positive outlook on this dog turd?


RE: Cue the Hate
By ClownPuncher on 7/10/2012 3:52:03 PM , Rating: 3
*whistles*

Always look on the briight side of life


RE: Cue the Hate
By inperfectdarkness on 7/11/2012 6:47:03 AM , Rating: 2
"always look on the bright side of DEATH ...just before you draw your terminal breath..."

ftfy.


RE: Cue the Hate
By darkpuppet on 7/10/12, Rating: -1
RE: Cue the Hate
By MozeeToby on 7/10/2012 2:57:53 PM , Rating: 2
Last Quarterly Results:

Net Profit Margin: -18.41%
Operating Margin: -22.85%
Return on Assets: -15.51%
Return on equity: -21.08%

Recently laid off 5000+ of their 16500 workforce.

I can't say anything about their product, I haven't used or even seen a BB device in at least 2 years. And that, in and of itself, says a lot in the era of 'everyone has a smartphone'. The fact of the matter is, the company is doing terrible, the public has forgotten who they are, and they have no upcoming products that are strong enough to steal market share away from the two elephants in the room.


RE: Cue the Hate
By stm1185 on 7/10/2012 8:07:12 PM , Rating: 2
I hope Canada discontinues their Blackberry stamp for excessive failure.


inheritance
By fic2 on 7/10/2012 2:06:41 PM , Rating: 5
I guess we now know who inherited Steve Jobs' Reality Distortion Field.




RE: inheritance
By retrospooty on 7/10/2012 2:11:19 PM , Rating: 2
The difference is that Apple makes products people want.

For RIM, its a laugher and a half... Not to state the obvious, but in order to have a "popular" phone, you have to first havea a phone on the market. You cant just announce a delay for the 2nd time in a year stating it will be delayed another 6 months and call it popular LOL.

In other news - Apple's iPhone 6 and Samsung's Galaxy S4 are even more popular.


RE: inheritance
By Reclaimer77 on 7/10/2012 2:27:24 PM , Rating: 1
Did you hear about Android 5.1 Cookie Dough? Most popular OS EVER!


RE: inheritance
By theapparition on 7/10/2012 2:58:13 PM , Rating: 2
Rumor is that Android 5.0 is Key Lime Pie. "K" is up next after "J". 5.1 would be a sweet treat that starts with "L".

Doughnut
Eclair
Froyo
Gingerbread
Honeycomb
Ice Cream Sandwich
Jelly Bean
Key Lime Pie
L<insert your guess here>

And yes, I knew your post was in jest.


RE: inheritance
By JasonMick (blog) on 7/10/2012 3:15:57 PM , Rating: 2
quote:
5.1 would be a sweet treat that starts with "L".
My money would be on "licorice", though I guess "lollipop" is possible, too. Or maybe "lava cake"... yum. :)

But remember, the release cycle could go 4.1, 4.2, 4.3, 5.0, rather than 4.1, 5.0, 5.1, 6.0. My impression was that ICS only skipped due to the unification of the 3.x Honeycomb code line, which was not phone-compatible.


RE: inheritance
By mackx on 7/10/12, Rating: 0
RE: inheritance
By theapparition on 7/10/2012 3:49:47 PM , Rating: 2
It's a Twizzler you dolt, although real licorice candy is a bit different.


RE: inheritance
By mackx on 7/10/12, Rating: -1
RE: inheritance
By JasonMick (blog) on 7/10/2012 4:22:25 PM , Rating: 2
quote:
what the hell is "licorice"? some kind of rice or what?
http://en.wikipedia.org/wiki/Liquorice_(confection...

quote:
In North America, liquorice is called black licorice
http://t1.gstatic.com/images?q=tbn:ANd9GcRIKUTxjIY...


RE: inheritance
By jimbojimbo on 7/10/2012 6:07:55 PM , Rating: 2
Look how excited we are about BB10! We kind of plum forgot about it altogether.


RE: inheritance
By Flunk on 7/10/2012 4:51:32 PM , Rating: 2
The American spelling is just as correct as the British. It's all just dependant on where you are.


RE: inheritance
By theapparition on 7/10/2012 3:45:54 PM , Rating: 2
It's all speculation anyway. No one knows for certain the actual release level.

FWIW,
Only 2.0, 2.1, 2.2, 2.3 were released that way. Prior to that was 1.6.

Google has indicated a tick-tock strategy going forward, with a major release followed by a polished release. So I was just basing my assumptions on that strategy.

But I like your names suggestions. Keep in mind, whatever they choose, it has to also be made into an Android statue that Google puts on their lawn. I was curious how they were going to do Jelly Bean, and they pulled it off nicely.


RE: inheritance
By Reclaimer77 on 7/10/2012 3:57:58 PM , Rating: 2
lol Jason that RIMdenburg photo never ceases to crack me up. I hope you post it every time RIM comes up from now until forever.


RE: inheritance
By fic2 on 7/10/2012 4:45:38 PM , Rating: 2
Lemon Meringue Pie

Although this is kind of a cheat since you could just put lemon in front of a bunch of things: lemon cheesecake, lemon bars, etc.


RE: inheritance
By Manch on 7/10/2012 2:34:26 PM , Rating: 3
quote:
"The most natural thing to do from a marketing standpoint is to put that experience in the hands of our fans and let them do the marketing job, so to speak."


Yup, which is why this comment makes you say...Da Fuq???!!!


Any News is Good News?
By ltcommanderdata on 7/10/2012 2:13:33 PM , Rating: 4
I guess this is a case of believing any news is good news. BB10 will no doubt be well received by core RIM Blackberry fans. For the general population, all they hear about RIM and BB10 are promises, vaporware, delays, and questions on whether the company will remain viable in the long run. That doesn't seem like a mindset that will see customers race to buy BB10 phones. They should be mindful of Windows Vista, where once public opinion has formed against a product, it's very difficult to change it.




RE: Any News is Good News?
By Argon18 on 7/10/12, Rating: 0
RE: Any News is Good News?
By Manch on 7/10/2012 3:23:47 PM , Rating: 2
Actually yeah. Windows 7 is not much different than Vista(Neither is Win 8 at its core). It could very well have been just a service pack but the Vista name was so tainted that they had to move away from it. (Check the version numbers!)

Heres three things that pissed people off and thus a lot of the lashings began

First there was locking out DX10 to Vista only.

Pissed a lot of people off, and especially with the HALO 2 crap. Angering gamers is not a good idea. While a small group compared to the overall users of PCs, they are extremely vocal.

UAC pop ups

Intrusive, yes very. You can turn it off though, or reduce it. Everybody asked for more security to prevent installs of malware and what not. MS gave this to them, and people balked.

hardware driver supt

MS actually did push to get HW supt developed early but a lot of the companies were slow to implement and some wouldnt do it bc they preferred to sell you a Vista compatible version of there HW. **See Creative Labs Sound Blaster fiasco. This was also an issue with printers, scanners, etc.

Lastly though it wasnt XP. Of course a lot of the criticism levied at Vista was also levied at XP when it first came out.

Its slow
Its a memory hog!
My devices dont work
eats up too much hdd space
yada yada yada

No one remembers the PITA mind numbingly fustrating OS XP was when it first came out. They only remember (still use)the latest and greatest version of XP which has had many many years to revise, fix, and turn into a solid product


RE: Any News is Good News?
By mackx on 7/10/12, Rating: 0
RE: Any News is Good News?
By Manch on 7/10/2012 4:52:44 PM , Rating: 3
UAC only popped up when admin rights were needed to make changes to the system. a click to continue if your acct is part of an admin group. If it wasnt you would have to put in your credentials in order to run as an administrator.

The main issue was two fold. It was a big departure from XP where most people installed it and used the local admin acct that is initially setup. Security was wide open an people would install all kinds of crap, and end up with all kinds of problems.

The other was a lot of software vendors just like the hw vendors were slow or lazy in their implementations of their Vista versions and those cause a lot of the constant pop ups in addition to running a program designed for XP in vista

UAC was meant to implement a sanity check. Funny part being it drove pretty much every power user insane. But if youre a power user just turn it off and it was a non issue. It wasnt meant for them though, it was meant for the average joe user to try and keep them from installing anything and everything while surfing. Like everything else people scream for protection and then cry about not needing a babysitter to keep them out of trouble

Was it annoying, yes, half assed? no. All MS fault, no, SW makers had their hand in in that fiasco too.

The point of my OP is that Vista itself was not a bad OS, but these few things gave it a bad reputation, hence the the switch to Win 7 vs Vista SP#


RE: Any News is Good News?
By Manch on 7/10/2012 4:24:04 PM , Rating: 1
Actually yeah. Windows 7 is not much different than Vista(Neither is Win 8 at its core). It could very well have been just a service pack but the Vista name was so tainted that they had to move away from it. (Check the version numbers!)

Heres three things that pissed people off and thus a lot of the lashings began

First there was locking out DX10 to Vista only.

Pissed a lot of people off, and especially with the HALO 2 crap. Angering gamers is not a good idea. While a small group compared to the overall users of PCs, they are extremely vocal.

UAC pop ups

Intrusive, yes very. You can turn it off though, or reduce it. Everybody asked for more security to prevent installs of malware and what not. MS gave this to them, and people balked.

hardware driver supt

MS actually did push to get HW supt developed early but a lot of the companies were slow to implement and some wouldnt do it bc they preferred to sell you a Vista compatible version of there HW. **See Creative Labs Sound Blaster fiasco. This was also an issue with printers, scanners, etc.

Lastly though it wasnt XP. Of course a lot of the criticism levied at Vista was also levied at XP when it first came out.

Its slow
Its a memory hog!
My devices dont work
eats up too much hdd space
yada yada yada

No one remembers the PITA mind numbingly fustrating OS XP was when it first came out. They only remember (still use)the latest and greatest version of XP which has had many many years to revise, fix, and turn into a solid product


RE: Any News is Good News?
By Manch on 7/10/2012 5:11:32 PM , Rating: 2
Sorry about the double post...


I meet two BB owners today..
By Belard on 7/10/2012 4:30:42 PM , Rating: 1
While at my at&t store making an adjustment on my service (saving $60 a month!) a couple walks in. They both have Blackberry phones that are 2 years old. The phones looked mostly new and looked and felt great.

They were there to get new phones, iPhone wasn't on their radar. They looked at mostly Android and a bit of WP7 Lumia. Their personal tech has already directed them to Android.

They COULD NOT wait to get rid of their BB phones! They didn't even look at the latest BB phones. They didn't even know that BB10 is on the radar.

I as I left, they were looking at the HTC ONE X and the Galaxy S3.

The symbol of RIM is the Black Night from Monty Python and the Holy Grail "Its just a flesh wound!" oh, here is the Video of RIM in action: http://www.youtube.com/watch?v=zKhEw7nD9C4




RE: I meet two BB owners today..
By Belard on 7/10/2012 5:27:55 PM , Rating: 2
Checking out some Youtube videos... the task-switcher is kind of slick.

Nothing that can be done on any device...


By retrospooty on 7/10/2012 6:30:52 PM , Rating: 2
"Nothing that can be done on any device..."

WebOS did that first. QNX/BB10 borrowed the idea from WebOS. Android 4.1 has it partially,but not as well as WebOS and BB10.


Got to admire this guy
By leviathan05 on 7/10/2012 3:22:56 PM , Rating: 2
Boom, I just got hired as the director of marketing, so what I am going to do? Nothing! No where's my money?




Doesn't stop Coke
By jordanclock on 7/10/2012 9:56:54 PM , Rating: 2
The Coca-Cola logo is the most recognizable logo in the world, but that doesn't stop them from continuing to advertise a LOT. This guy is delusional.




Layoffs
By Uncle on 7/11/2012 2:00:43 PM , Rating: 2
It was back in early 2009 Microsoft issued its first ever layoffs, shedding 5,000 jobs due to the economic downturn. Ms still here.
Intel Announced: Jan. 21,2012. Number of layoffs: up to 6,000 manufacturing jobs. Still here.
HP is laying off about 8% of its workforce, or 27,000 people in 2012 . HP still here.
To all the Naysayers, shall I go on, just an example.




"I want people to see my movies in the best formats possible. For [Paramount] to deny people who have Blu-ray sucks!" -- Movie Director Michael Bay














botimage
Copyright 2014 DailyTech LLC. - RSS Feed | Advertise | About Us | Ethics | FAQ | Terms, Conditions & Privacy Information | Kristopher Kubicki