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  (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]



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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.


"And boy have we patented it!" -- Steve Jobs, Macworld 2007














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