backtop


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."

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]



Comments     Threshold


This article is over a month old, voting and posting comments is disabled

RE: Any News is Good News?
By Manch on 7/10/2012 4:24:04 PM , Rating: 1
Actually yeah. Windows 7 is not much different than Vista(Neither is Win 8 at its core). It could very well have been just a service pack but the Vista name was so tainted that they had to move away from it. (Check the version numbers!)

Heres three things that pissed people off and thus a lot of the lashings began

First there was locking out DX10 to Vista only.

Pissed a lot of people off, and especially with the HALO 2 crap. Angering gamers is not a good idea. While a small group compared to the overall users of PCs, they are extremely vocal.

UAC pop ups

Intrusive, yes very. You can turn it off though, or reduce it. Everybody asked for more security to prevent installs of malware and what not. MS gave this to them, and people balked.

hardware driver supt

MS actually did push to get HW supt developed early but a lot of the companies were slow to implement and some wouldnt do it bc they preferred to sell you a Vista compatible version of there HW. **See Creative Labs Sound Blaster fiasco. This was also an issue with printers, scanners, etc.

Lastly though it wasnt XP. Of course a lot of the criticism levied at Vista was also levied at XP when it first came out.

Its slow
Its a memory hog!
My devices dont work
eats up too much hdd space
yada yada yada

No one remembers the PITA mind numbingly fustrating OS XP was when it first came out. They only remember (still use)the latest and greatest version of XP which has had many many years to revise, fix, and turn into a solid product


RE: Any News is Good News?
By Manch on 7/10/2012 5:11:32 PM , Rating: 2
Sorry about the double post...


"It looks like the iPhone 4 might be their Vista, and I'm okay with that." -- Microsoft COO Kevin Turner














botimage
Copyright 2014 DailyTech LLC. - RSS Feed | Advertise | About Us | Ethics | FAQ | Terms, Conditions & Privacy Information | Kristopher Kubicki