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
RE: Cue the Hate
7/11/2012 10:29:16 AM
I have a Windows Phone 7.5. I would not buy it again. I like the interface but app selection is pathetic and it's buggy. Android and iPhones have so many more features and options.
RE: Cue the Hate
7/11/2012 1:29:44 PM
I would not buy Android and definetly never buy Apple again. I had a GS2 and currently a GS1 (work) and they were beyond horrible. Yes they did have more apps but both phones can't do built in functions very well. The built in email app on both phones did not work correctly. It would crash a couple of times a day at the least. On my GS1, I can't even download all my emails. If I needed to find an old email, good luck on a bad signal.
I guess I use my phone more for business and if doesn't work correctly there, I can care less if there are some games missing on my phone. I don't care that much about gaming on phones as almost 99% of games are a rehash of another game.
iOS was just a different POS experience. You couldn't do simple things on the phone and if you would ask Apple they would ask you "why would you want to do that" instead of "our OS is pathetic and can't do what you want it to do."
RE: Cue the Hate
7/11/2012 1:32:13 PM
Also, I hear there is still no update for the GS2 to ICS for AT&T. Wow, it's only been 9 months since its release! Maybe next year.
"Well, we didn't have anyone in line that got shot waiting for our system." -- Nintendo of America Vice President Perrin Kaplan
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