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

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 , 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

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..."


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.

"This is about the Internet.  Everything on the Internet is encrypted. This is not a BlackBerry-only issue. If they can't deal with the Internet, they should shut it off." -- RIM co-CEO Michael Lazaridis

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