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."

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

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".

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 on 7/10/2012 3:15:57 PM , Rating: 2
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 on 7/10/2012 4:22:25 PM , Rating: 2
what the hell is "licorice"? some kind of rice or what?

In North America, liquorice is called black licorice

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.

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
"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???!!!

“So far we have not seen a single Android device that does not infringe on our patents." -- Microsoft General Counsel Brad Smith

Latest Headlines
Inspiron Laptops & 2-in-1 PCs
September 25, 2016, 9:00 AM
The Samsung Galaxy S7
September 14, 2016, 6:00 AM
Apple Watch 2 – Coming September 7th
September 3, 2016, 6:30 AM
Apple says “See you on the 7th.”
September 1, 2016, 6:30 AM

Most Popular Articles5 Cases for iPhone 7 and 7 iPhone Plus
September 18, 2016, 10:08 AM
Laptop or Tablet - Which Do You Prefer?
September 20, 2016, 6:32 AM
Update: Samsung Exchange Program Now in Progress
September 20, 2016, 5:30 AM
Smartphone Screen Protectors – What To Look For
September 21, 2016, 9:33 AM
Walmart may get "Robot Shopping Carts?"
September 17, 2016, 6:01 AM

Copyright 2016 DailyTech LLC. - RSS Feed | Advertise | About Us | Ethics | FAQ | Terms, Conditions & Privacy Information | Kristopher Kubicki