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]

Comments     Threshold

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

I meet two BB owners today..
By Belard on 7/10/2012 4:30:42 PM , Rating: 1
While at my at&t store making an adjustment on my service (saving $60 a month!) a couple walks in. They both have Blackberry phones that are 2 years old. The phones looked mostly new and looked and felt great.

They were there to get new phones, iPhone wasn't on their radar. They looked at mostly Android and a bit of WP7 Lumia. Their personal tech has already directed them to Android.

They COULD NOT wait to get rid of their BB phones! They didn't even look at the latest BB phones. They didn't even know that BB10 is on the radar.

I as I left, they were looking at the HTC ONE X and the Galaxy S3.

The symbol of RIM is the Black Night from Monty Python and the Holy Grail "Its just a flesh wound!" oh, here is the Video of RIM in action:

RE: I meet two BB owners today..
By Belard on 7/10/2012 5:27:55 PM , Rating: 2
Checking out some Youtube videos... the task-switcher is kind of slick.

Nothing that can be done on any device...

By retrospooty on 7/10/2012 6:30:52 PM , Rating: 2
"Nothing that can be done on any device..."

WebOS did that first. QNX/BB10 borrowed the idea from WebOS. Android 4.1 has it partially,but not as well as WebOS and BB10.

"We basically took a look at this situation and said, this is bullshit." -- Newegg Chief Legal Officer Lee Cheng's take on patent troll Soverain

Copyright 2016 DailyTech LLC. - RSS Feed | Advertise | About Us | Ethics | FAQ | Terms, Conditions & Privacy Information | Kristopher Kubicki