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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 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.


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