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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 Mitch101 on 7/10/2012 5:26:32 PM , Rating: 2
RIM is rumored to be splitting the hardware and software to different companies and we could possibly see Blackberry devices running Windows 8 Phone alongside BB10 on the same hardware.


RE: Cue the Hate
By retrospooty on 7/10/2012 6:00:52 PM , Rating: 2
If RIM had been able to do anything but f%^k up the simplest of tasks recently I might think they have a chance. Look at the past 6 years. What has RIM executed well on? Same question for the past year, or even the past 3 months. They cant just go from lame-duck to firing on all pistons because they bought a good OS (QNX) or partnered up with another good OS.


RE: Cue the Hate
By Mitch101 on 7/10/2012 6:35:53 PM , Rating: 4
I carry a BB for work and its still ok but not going to capture anyone with a smartphones attention. I think they took a step forward with the interface but a step backwards in the configuration menu.

I dont think RIM has any real direction or vision and I cant say anyone would use the word Vision with Blackberry unless they branded a device with the name. I also think they are banking too much on customer loyalty being a saving grace but many people have moved on and that loyalty is with someone else now.


RE: Cue the Hate
By retrospooty on 7/10/2012 6:44:32 PM , Rating: 2
"I also think they are banking too much on customer loyalty being a saving grace"

Exactly. BB fans already left. Even over-zealous holdouts like Pirks bought a Windows phone. The only thing they have left are some large corporations that are still tied to BES, and even they are jumping ship fast. It's over.


"What would I do? I'd shut it down and give the money back to the shareholders." -- Michael Dell, after being asked what to do with Apple Computer in 1997














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