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RIM also confirms that even top of the line BB7 devices won't get BB10

Waterloo, Ontario-based Research in Motion, ltd. (TSE:RIM) hoped to ignite interest in its upcoming BlackBerry 10 operating system, showing its hand remarkably early with a flashy developer preview event.  But the fact remains that BB10 is very tardy, with the launch being pushed back half a year due to hardware issues.

I. RIM's New Ad Campaign Avoids Showing Phones, Talking About Features

Still, the company is trying to put on a brave face.

In the wake of its somewhat humorous, somewhat odd "Wake up" protest of Apple, Inc. (AAPL) stores in Australia, the company its looking to expand that catch phrase into an entire advertising campaign.

The first stage rolled out as the "Wake Up" website was replaced with an elaborate scrolling text ad, which spouts a string buzz-phrases such as "There is no middle ground...You're either in business or you're not" and "You're either here to leave your mark and eat opportunity for breakfast, or you’re satisfied to just float through life like a cork in the stream."

RIM ad
RIM's new ad shows no product and does not discuss features.

RIM even takes one more opportunity to take a stab at Apple, parodying its slogan, stating, "You don't just think different… you do different."

The text infomercial concludes remarking, "There’s only one device for people who mean business… the brand that’s been in business from the very beginning.  Wake Up. Be Bold."

The good news is that at least the "do different" stab at Apple users may draw a chuckle or two at their expense and at least the ad seems focused on RIM's core audience of business users -- unlike its previous ad with cartoon superheroes which seemed geared at children.  

RIM Superheroes
[Image Source: RIM]
 
But like the childish "Be bold" cartoon superheroes campaign, the "Wake up" campaign offers no real inclination of why exactly people should buy a BlackBerry.

No phones are shown in either campaign.  No actual features are discussed.  There's just some sort of vague suggestion that BlackBerry use embodies your personality and is deeply invested in business.  It's hard to imagine that vague message selling any product, much less one that the consumer market is forsaking in droves.

Of course, if RIM wants to pour money on nonsensical ads, no one's stopping them, though the shareholders might be growing a bit concerned.

II. No BlackBerry 10 Updates, Even for Seemingly Compatible Phones

Part of the problem may be that RIM just doesn't have appealing products to sell right now; but at the same time it can't afford to totally quit consumer sales until BB10 finally arrives.

RIM is trying to sell consumers on a defunct operating system -- BlackBerry 7.  And last week it confirmed everyone's worst fears; nary a single BB7 device will be upgraded to BB10.

The company assuages, "We will keep a dedicated team of 200 for BB7 and continue to innovate in that space."

BlackBerry TorchBlackBerry Torch
Even RIM's top-of-the-line all touch BB7 smartphones like the BlackBerry Torch 9860 (pictured) won't be upgraded to BB10. [Image Source: RIM]

But the overall feeling is that RIM is just months away from abandoning its current lineup, at least in terms of serious improvements.  That choice is particular frustrating for devices like the all-touch Torch 9860.  It's somewhat baffling why RIM wouldn't support upgrades for this top-of-the-line BB7 device.  After all, the spec is remarkably similar to the alpha BB10 devices, other than the absence of an LTE modem.  But would it really be that hard to support a 3G version of BB10?

III. RIM Appoints Former LightSquared Castoff as Its CMO

In related news RIM announced that it handed out a couple of key RIM jobs, its CMO and COO spot.

The new chief operating officer will be Kristian Tear, a Columbia University (New York)  and Royal Institute of Technology (Sweden) grad.  Mr. Tear's career took him around the world in Sony Corp.'s (TYO:6758) global mobile device units.  He eventually obtained a position as CEO and President of L. M. Ericsson (OMX:ERIC B). 

The new chief marketing officer will be Frank Boulben, who had stints at Verizon Wireless co-owner Vodafone Group Plc. (LON:VOD) and France Telecom (EURO:FTE) subsidiary Orange plc.  But Mr. Boulben's most recent role might be a familiar one to our readers.

He was in charge of marketing during LightSquared's botched satellite LTE bid, which failed on the grounds of wild GPS interference due to negligent engineering, a failure compounded by swirling allegations of corruption.  Apparently that failure sent Mr. Boulben scurrying away... straight to RIM.

SkyTerra 1
Hopefully RIM's new CMO does a better job at the Canadian company that he did at his last job, helping lead the fatally flawed LightSquared satellite LTE bid. [Image Source: Boeing Comp.]
 

Well, for better or worse, he's the chap who's now in charge of marketing at RIM.  The choice may seem a bit troubling, but it's hard to imagine that it would be easy to recruit top grade executive talent when RIM is clinging to a much-delayed BB10 as its last hope to keep from sinking like the Titanic.

Note:

Mr. Boulben was originally erroneously referred to as RIM's new CFO.  He is actually the new CMO.  RIM defends his track record at LightSquared pointing out that he won 40 contracts in under a year, before LightSquared ran afoul of the FCC and USAF.

 

Sources: RIM [1], [2], NeoWin



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Mick's usual double standard at work
By Pirks on 5/8/2012 5:17:07 PM , Rating: 3
He'd never ever get surprised why Samsung or some other crapdroid OEM drops support of the recently released phone and pushes out a new one with updated crapdroid build. Still, he questions why RIM's doing the same shit? Double standard much, Jason? :)




RE: Mick's usual double standard at work
By retrospooty on 5/8/2012 5:25:54 PM , Rating: 1
You never quit do you?

Apple and Samsung are selling more and more phones every quarter, RIM is on its way down and is in a serious hole with current inventory no-one wants and a new OS that isnt ready yet after much delays. What is baffling is why you would see Apple Samsung and RIM as equals or companies that should be applying the same strategies.

Even you aren't willing to put your money where your mouth is with RIM. After trolling them up for 6 months straight, you went out and bought a competing product yourself.

What is even your point anymore? Really what are you trying to say here about RIM that isnt said by your personal purchasing power?


RE: Mick's usual double standard at work
By Pirks on 5/8/2012 6:19:58 PM , Rating: 3
quote:
Apple and Samsung are selling more and more phones every quarter, RIM is on its way down
Haha, so if Samsung has more money it's ok for them to drop support of older hardware, and if RIM doesn't have as much money it is NOT okay for them to do the same? In other words, your double standards are based on money, right? One standard for the rich and the other for the poor eh?


RE: Mick's usual double standard at work
By retrospooty on 5/8/2012 6:29:12 PM , Rating: 2
What are you even talking about? The most recent Android phones ARE getting upgrades to 4.0, so as usual, your whole point is moot. All I am saying is its another bad move by RIM in a 5 year long series of bad moves.

Why do you still argue for RIM? Are you posting this on your new Windows phone? LOL


RE: Mick's usual double standard at work
By Pirks on 5/9/2012 2:47:46 PM , Rating: 2
Why do I still pwn double standard loving trolls like Mick? And why I can't pwn them from my WP7? How these two are even remotely related?


RE: Mick's usual double standard at work
By Reclaimer77 on 5/9/2012 3:17:07 PM , Rating: 2
Because after telling us that RIM was the best solution for tablets and phones, when it comes to spending your own money you buy a Lumia 900 WP7. Your actions speak volumes toward the legitimacy, rather illegitimacy, of your own arguments. Plus it makes you look like a troll and a hypocrite.


RE: Mick's usual double standard at work
By Pirks on 5/9/2012 7:01:56 PM , Rating: 2
I only said that Playbook was the best tablet and it's still the best, at least until something decent with Win8 came up. And I never bought Lumia, its screen is too small for my taste. But you just keep lying, whatever

If you asked me a year ago what phone was the best I'd say it was my BB Torch, now if you ask me the same question it would be my HTC Titan. See, you can't understand that HTC Titan didn't even exist when I purchased my BB Torch 9860. Your tiny brain can't grasp these simple little facts, you're just unable to understand that some phone can be the best until a year later some other phone appears and becomes new the best, it happens all the time, and you are not exception.

Hence it's YOU who is hypocrite. Criticize yourself then, jerk. Cry me a river about how your 1 year old crapdroid is worse than the brand new HTC One X, hehehe :)


RE: Mick's usual double standard at work
By slunkius on 5/10/2012 1:12:43 AM , Rating: 2
Lumia or Titan, whatever. If even RIM fanatics do not buy BB device, then company is in trouble. Unless all your comments are just keyboard excercise, before boss comes to office and gives you some typing to do.


By Pirks on 5/10/2012 1:57:52 AM , Rating: 1
quote:
If even RIM fanatics do not buy BB device, then company is in trouble
You haven't seen BB 10, you know shit about what RIM's doing, hence your opinion on this topic is worth shit.


RE: Mick's usual double standard at work
By retrospooty on 5/9/2012 4:40:18 PM , Rating: 2
"Why do I still pwn double standard loving trolls like Mick? "

After spending the past 6-8 months telling everyone that RIM is awesome and that everyone that didn't buy a RIM phone is an idiot, loser and anyone that disagreed with you is a troll, it's pretty hypocritical for you to not buy a RIM phone. I can accept that as you finally saw the inevitable reality and went with a good phone... but here you are back on RIM's bandwagon as if your own purchase doesn't speak volumes about RIM... Lets see here, RIM's most outspoken defender that I have ever seen buys a Nokia WP7 device. Remotely related? Its totally related and shows you arent as asinine as your troll identity lets on. LOL

Keep trolling though. It will be all the funner to bust on your when RIM sell's it all off.


RE: Mick's usual double standard at work
By Pirks on 5/9/2012 7:10:46 PM , Rating: 2
quote:
After spending the past 6-8 months telling everyone that RIM is awesome and that everyone that didn't buy a RIM phone is an idiot
That's your fantasy, not my words. Stop lying.
quote:
it's pretty hypocritical for you to not buy a RIM phone
I've got one already, the newest BB model so far, why should I have more? Because some retro troll is angry today or something?
quote:
Lets see here, RIM's most outspoken defender that I have ever seen buys a Nokia WP7 device
I did not buy Lumia, idiot. Stop lying, like I said. Lumia has too small screen for my taste.


RE: Mick's usual double standard at work
By retrospooty on 5/9/2012 8:10:13 PM , Rating: 2
Oh, my mistake, it was the HTC Titan right? WTF difference does it make to the point. You went on and on how great your BB OS7 device is and how superior it is compared to everything else on the market, then you bought a competing model. There is nothing you can say that changes that. I dont think you got a bad phone, or made a bad choice... WP7 looks good, my point is just that your full oh s#$t and you know it.


RE: Mick's usual double standard at work
By Pirks on 5/9/2012 8:22:44 PM , Rating: 2
quote:
then you bought a competing model
When I said that BB Torch was the best phone the HTC Titan DID NOT EXIST. Got it?


RE: Mick's usual double standard at work
By retrospooty on 5/10/2012 8:21:58 AM , Rating: 2
Like I said, I don't disagree with you jumping off the RIM ship... Your phone is nice. It's just that when a rabid fanboy like you does it, it's kind of funny. Especially after all the trolling for RIM you have done. LOL. That's all... Just LOL.


RE: Mick's usual double standard at work
By Pirks on 5/10/2012 12:14:38 PM , Rating: 2
That's not trolling, that's called pwning clueless anti-RIM trolls.


By retrospooty on 5/10/2012 12:58:16 PM , Rating: 2
" that's called pwning clueless anti-RIM trolls."

LOL, ok, well, let me know when that happens, becasue it sure hasn't yet. So far its only happening like the Iraqi minister of communications pwning the US military and/or OJ pwning the "real killer". Your too funny man.


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