RIM's CMO Says BlackBerry 10 is so Popular it Advertises Itself
July 10, 2012 1:51 PM
comment(s) - last by
(Source: Reading Remy)
Lightsquared castoff believes people love BB10 so much that doing nothing is the best form of marketing
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
-- however, argues that all is well and that missing the holiday season is no big deal.
He comments in a
, "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 iPhone
Windows Phone 8
Android 4.1 Jelly Bean
In an opinion piece Canada's
Globe and Mail
, "[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.
Globe and Mail [Thorsten Heins]
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RE: Cue the Hate
7/10/2012 2:36:07 PM
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
7/10/2012 2:56:27 PM
Why are you comparing Microsoft to RIM? And what exactly about Microsoft are you comparing to RIM?
Surely not Microsoft's half-hearted forays into the mobile space, where turd after mobile turd has been produced, with never more than single-digit market share.
Or perhaps you were comparing Microsoft's success in the desktop OS space? Success that was achieved through anti-competitive practices aka. forced OEM pre-installs. You cannot buy a PC from any tier-1 OEM without also buying Windows OS pre-installed. The only way RIM will have any success going forward with BB10, is if they can achieve the same slimy tactic, and convince Samsung, HTC, and Apple to all pre-load BB10 on their devices instead of iOS or Android. Yeah, good luck with that lol.
RE: Cue the Hate
7/11/2012 8:48:29 AM
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.
"We are going to continue to work with them to make sure they understand the reality of the Internet. A lot of these people don't have Ph.Ds, and they don't have a degree in computer science." -- RIM co-CEO Michael Lazaridis
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