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]

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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.

"Paying an extra $500 for a computer in this environment -- same piece of hardware -- paying $500 more to get a logo on it? I think that's a more challenging proposition for the average person than it used to be." -- Steve Ballmer

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