RIM CEO: We Want to be in Third Place
September 26, 2012 11:11 AM
comment(s) - last by
(Source: Jason Mick/DailyTech (Original Image: AP))
RIM urges developers not to "be mislead", that "the [BlackBerry 10] launch is just ahead" in Q1 2013
A lack of ambition? A grim dose of reality? No matter how you interpret it, embattled Research in Motion, Ltd. (TSE:RIM) CEO Thorsten Heins' recent remarks are a testament to how far the giant has fallen, even as it hopes to rise from the ashes.
I. A Burning Platform
At a press unveil of beta hardware for the BlackBerry 10 platform, Mr. Heins said his company's short term goal is to get back to third place. He remarks, "We have a clear shot at being the number three platform on the market. We're not just another open platform on the market, we are
Three years ago hearing the CEO of RIM say that his company was shooting for third would have elicited confused chuckles. Back in 2009, RIM was at the top of the market. One of the most valuable tech stocks, RIM employed nearly 20,000 people globally. It sold more smartphones that any other OEM -- in fact nearly
1 out of every 2
smartphones sold at the time was a BlackBerry.
Ex-RIM CEO Mike Lazardis's
in 2009 -- "Sometimes we have to put the brakes on. We've shown that we can handle annual 100% growth. I'm not sure we could handle more than that."
The Rimdenberg has cruised from star to scorned. [Image Source: Jason Mick/DailyTech LLC]
Well RIM indeed hit the brakes. It's been a
tumultuous flaming crash
ever since, with RIM's brand image going from glowing to garbage due to the company's failure to keep pace with competitors in pushing the hardware and software envelope. Today
less than 1 in 20
smartphones sold is a BlackBerry [source]. RIM has
laid off nearly half
its employees. If you invested $22,000 USD in RIM back in 2008 you today would be left with less than $1,000 USD, thanks to the company's
II. A Comeback?
But CEO Thorsten Heins is convinced his company's new platform will be superior to Google Inc.'s (
Android 4.1 "Jelly Bean"
, Microsoft Corp.'s (
Windows Phone 8
], and Apple, Inc.'s (
He comments, "It has all the table stakes we need to have for consumer [success]. [Y]ou climb a mountain step by step. I'm not thinking about BlackBerry being the number one smartphone, BlackBerry needs to be number one in mobile computing."
RIM CEO Thorsten Heins would be happy to be in third place at this point. [Image Source: The Verge]
Unsurprisingly, much of Mr. Heins' critique of the competition focuses on Apple -- a brand darling that has arguably innovated the least since 2007 in the user interface department. Much like Microsoft RIM feels that pushing apps into the background -- the strategy Apple
-- hinders busy users as it increases wait times. Both BlackBerry 10 and Windows Phone 8 feature persistent apps that are simultaneously running.
RIM takes things even a step farther than Microsoft, though, displaying actual thumbnails of the running app in a "multitasking zone". Of course, there are some downsides to this approach -- some customers may prefer a more stylized animated widget and there may be battery life penalties for rendering an actual thumbnail of each active app.
III. RIM Serenades Developers in Odd Pitch
In its latest in a
bizarre marketing pitches
RIM released a video alongside the event titled "Devs, BlackBerry Is Going To Keep On Loving You", which features an odd rock song about BlackBerry 10 and RIM's "transition".
The rather out-of-tune RIM crooner promises, "Don't be mislead, the launch is just ahead."
Of course RIM has been promising that since mid-2011, so whether it meets its Q1 2013 deployment target remains to be seen. Whether developers -- and customers -- still have any love left for RIM also remains to be seen.
This article is over a month old, voting and posting comments is disabled
RE: Typical Mick anti-RIM trolling
9/26/2012 10:56:19 PM
Said Mr Slippery Weasel :)))
"People Don't Respect Confidentiality in This Industry" -- Sony Computer Entertainment of America President and CEO Jack Tretton
HTC Hedges Android Bet With Colorful New Windows Phones
September 19, 2012, 2:42 PM
Nokia Officially Announces 4.3" Lumia 820; 4.5" Lumia 920 w/PureView, Wireless Charging
September 5, 2012, 10:21 AM
Samsung Announces 4.8", Aluminum-bodied Windows Phone 8 Device
August 29, 2012, 11:55 AM
RIM Takes Huge Loss, Lays Off 30% of Workforce, Delays BB10 Until 2013
June 28, 2012, 5:15 PM
Google Unveils Android 4.1 "Jelly Bean", Galaxy Nexus Price Slashed
June 27, 2012, 2:50 PM
Microsoft Announces the First Steps in Its "Universal Apps" Program
April 15, 2014, 7:59 PM
Amazon Fire Phone Prototype Leaks, Will Feature 3D Camera Interface
April 15, 2014, 1:33 PM
Toshiba's $1,500 Satellite P55t Notebook Supports 4K Resolution
April 15, 2014, 10:27 AM
Xbox One April Update Now Available
April 15, 2014, 9:13 AM
Windows Phone 8.1 Developer Preview Goes Live
April 14, 2014, 4:46 PM
Report: Eight More Nokia Microsoft Phones Waiting in the Wings
April 14, 2014, 2:22 PM
Most Popular Articles
Cities to Carpoolers: Sharing Your Car is Illegal, We Will Seize Your Cars
April 4, 2014, 9:17 PM
Taiwan's AOU Claims to Have World's Highest-Res. OLED Smartphone Display
April 11, 2014, 1:44 PM
iPad Exploiter is Freed by Federal Appeals Court
April 11, 2014, 7:40 PM
It's Very Likely Neanderthals and Humans Had Sex, Produced Offspring
April 10, 2014, 8:40 PM
Cops at Historically Troubled LAPD are Sabotaging Digital Recording Devices
April 9, 2014, 11:10 PM
Latest Blog Posts
Facebook Aims to Provide Internet to "Every Person in the World" with Drones, Satellites
Apr 1, 2014, 10:20 AM
Retail Mobile Sites Experience Outages in Light of Simplexity's Bankruptcy
Mar 14, 2014, 8:48 AM
Tesla vs. BMW: Who Has the Safer EV?
Feb 1, 2014, 2:56 PM
Justice Leaks Details of Next HTC One Two Flagship Phone
Dec 5, 2013, 4:04 PM
Global Cyber Espionage Concerns Reveal Growing Cyber Armies
Nov 29, 2013, 11:04 AM
More Blog Posts
Copyright 2014 DailyTech LLC. -
Terms, Conditions & Privacy Information