RIM's CMO Says BlackBerry 10 is so Popular it Advertises Itself
July 10, 2012 1:51 PM
comment(s) - last by
(Source: Reading Remy)
Lightsquared castoff believes people love BB10 so much that doing nothing is the best form of marketing
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
-- however, argues that all is well and that missing the holiday season is no big deal.
He comments in a
, "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 iPhone
Windows Phone 8
Android 4.1 Jelly Bean
In an opinion piece Canada's
Globe and Mail
, "[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.
Globe and Mail [Thorsten Heins]
This article is over a month old, voting and posting comments is disabled
7/10/2012 6:07:55 PM
Look how excited we are about BB10! We kind of plum forgot about it altogether.
"The Space Elevator will be built about 50 years after everyone stops laughing" -- Sir Arthur C. Clarke
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