Explained: Why #BB10 Won’t See #RIM Through The Next 10 Weeks

Since I wrote that BlackBerry 10 [#BB10] won’t see the company through the next ten weeks, let alone the next 10 years, as CEO Thorsten Heins claims I’ve been accused of not knowing what I’m talking about, misrepresenting what Heins said, and of being naive.

So, here’s a summary of why I think BlackBerry 10 will – for all intents and purposes – be dead on arrival.

  • The iPhone 5 will, and apologies to Apple, ‘Change everything. Again’.  The new iPhone will raise the bar on what customers expect from their handsets.
  • RIM is marketing its phones to the wrong audience. BlackBerry calls its users ‘hyper-connected’ and “people of purpose” – “not the average smartphone user”.  But, by chasing iPhone customers, RIM is targeting its marketing to the average smartphone user.
  • The fact remains that BlackBerry handsets are seen by most consumers [both B2B and B2C] as a business tool – not a consumer device. RIM believes that BB10 will help make it compete with the iPhone for consumers affections. It won’t.
  • RIM’s proposition is confusing. Its adverts say ‘tools, not toys’, but it’s focus – using Heins’ BlackBerry Jam presentation as evidence – is that BB10 is primarily about toys.
  • BlackBerry still has around 77m subscribers – most of them, I’d argue, use BlackBerry handsets primarily for business.  But, as Bryan Glick – Editor of UK IT trade magazine Computer Weekly – points out in a recent article ‘RIM / Blackberry is just one upgrade cycle from oblivion‘ this could change quickly.
  • Consumers, ultimately, don’t care how good the OS is technically – that’s just the geeks and nerds like me.  Consumers [B2B and B2C] do care about whether their phones allow them to do what they want to do, quickly and easily.  It won’t matter whether BlackBerry 10 is technically better than iOS and Android if the user interface is perceived to be inferior, and a shortage of apps mean handsets will likely fail to deliver.
  • Apple’s new iPhone will be available within days of their launch. By the time devices running BB10 are released [sometime in Q1 2013] many consumers will already have chosen an iPhone or Android device rather than a BlackBerry.
  • Apple gives its customers [and prospects] what they want.  The iPhone 5 will likely deliver what consumers want – even if they don’t yet know what that is. RIM, on the other hand, is still trying to figure out who it’s target audience is these days.

If you need more evidence to support my position, I offer Nokia’s recent experience.  On the day the company launched its new Windows Mobile 8 handsets – the 920 and 820 Lumia devices – which were supposed to help the company out of the smartphone wilderness, its share price fell 13%.  Couple that with admissions that the main  functional advances had been simulated for demonstration purposes and… well, the talk is now that a new feature phone for developing markets may save the company.

In my industry, there’s a saying – “Perception is Reality”.  Unfortunately, regardless of what the reality of BB10 is, the perception that it’s ‘too little, too late’ will likely mean that it will be dead on arrival.

34 Replies to “Explained: Why #BB10 Won’t See #RIM Through The Next 10 Weeks”

  1. “RIM is marketing its phones to the wrong audience. BlackBerry calls its users ‘hyper-connected’ and “people of purpose” – “not the average smartphone user”. But, by chasing iPhone customers, RIM is targeting its marketing to the average smartphone user.”

    You start this blog post by saying you are being accused of not knowing what you are talking about. Then proceed to show you don’t know what you are talking about. You haven’t been paying attention at all. Heins has clearly stated in multiple interviews that RIM is NOT targeting its marketing or product feature set to the average smartphone user with Blackberry 10. RIM and BB10 is NOT trying to go toe to toe with the iPhone. Heins and RIM have CLEARLY stated they are going for the business/power user, not the user who wants to play video games and watch movies. BB10 will be able to play all the games and videos, but, thats not who they will target.

    “It won’t matter whether BlackBerry 10 is technically better than iOS and Android if the user interface is inferior, and a shortage of apps mean handsets will likely fail to deliver.”

    Almost every person who has seen the preview of BB10 under NDA consider the User Interface as ahead of EVERYONE ELSE and a true innovation. You suggesting the UI is inferior shows a complete lack of insight into the current knowledge points readily available on the internet. As for the apps question, I will give you that, RIM needs to have ALL the big name apps at launch; however, they Blackberry reps have consistently over the last 2-3 months acknowledged that all the big name apps NEED to be there at launch for BB10 to succeed. They admit it! They get it.. and … wait for it… they say they will be there!! Yes the proof is in the pudding, but, to write an informed blog, you need to cite the fact that RIM has stated they will come through with apps.

    As for your Nokia reference, the real issue that caused the stock to drop. No release date, no pricing, no carrier announcements. Come on now……

    This post of yours is very bizarre and shows a complete lack of understanding of even the most basic information about BB10.

    YOU are one of the huge problems that RIM faces with BB10.

    1. Thanks for your comment Brian.

      Heins has recently dodged the question about the iPhone – describing its target audience as ‘BlackBerry People’ – whatever that means. That’s taken from an eWeek interview he did recently and the hyper-connected and people of purpose quotes are taken directly from his BlackBerry World 2012 keynote. He’s also recently talked about “disillusioned Android users”, which, if the iPhone 5 is any good…

      The fact remains that regardless of what he says their strategy is, the marketing approach is all wrong. It’s not clear what the value proposition is, it’s not targeted at any specific audience demographic, and the feature/functionality being demonstrated does nothing to show that handsets running BB10 are the same as any other smartphone maker.

      Technical specs in documents covered by NDA are all well and good. Assurances that the company knows it needs app developers on side are great. What really matters is what they deliver, when they deliver it and how they market it. My view, all along, has been that it will be too little, too late – however good the solution they launch is. The history of the technology industry is littered with the corpses of companies with good technology but awful go-to-market strategies and product marketing.

      I guess we’ll only know for sure whether I’m right or wrong come Q1 2013. If I’m their biggest problem then RIM really does have problems. I have a Bold 9900 and would love to see them prove me wrong – sadly, I don’t see it right now.

      1. Again you prove my point about your lack of up to date knowledge all of all the information available. Interviews with the new CMO, Alec Saunders, Heins, tweets from RIM staff. You have to hear everyone.

        you say “whatever that means” to the phrase “Blackberry People” which clearly shows you have no idea what it means. Everyone else seems to get what he meant. You just didn’t. What do you need an infographic? Its simple, its people who don’t have time to waste and every spare second is valuable. Thats where the UI of BB10 becomes the value proposition, but again, you don’t even understand what the UI is all about as you claimed it was inferior lol.

        Also, I am concerned how you are referencing a poor marketing approach anyways… WHEN THEY HAVEN”T EVEN STARTED MARKETING BB10. You are slamming them for something that hasn’t even formally started yet. Bizarre.

        I just don’t like it when people spew conclusions when the basis of their conclusions are founded on information that is just plain wrong.

        The only issue you brought up is the app dilemma. Which in the end, is arguably the most important. You are concerned about it, great, but, WHY are you assuming that BB10 won’t launch with enough apps? Have you been paying attention to the BB Jam sessions? Have you listened to the tweets from Alex Kinsella, Alec Saunders and the rest of the Dev relations crew???


        1. Brian – when you understand the difference between developer relations and marketing I’m happy to have a discussion, but until then…

          When Mr. Boulben, RIM’s new CMO, is quoted as saying that the best form of marketing for #BB10 is to do nothing because people love it so much it scares me. I’d suggest he’ll change his mind in the next few months – or will get an unpleasant wake up call.

          1. I am perfectly aware of the difference between Dev Relations and Marketing.

            Please explain why you even decided to point out that I don’t get the difference.

            I am not even sure what I said that would even prompt you to bring that up.

            Also, please cite a source that says Frank Boulben said the best form of marketing for BB10 is to do nothing.

            Again, more bizarre non sensical arguments. You haven’t provided any facts or reasonable sources for your opinions.

          2. Actually, Brian, I owe you an apology. Developer Relations is part of marketing – but channel, not end-user. My mistake. You did, from memory, say that BB10 marketing hadn’t started yet. The fact that execs are doing press and there was a launch at BlackBerry World is evidence that it has – whether it is proactive or not, that fact that its been announced means that RIM will be asked about it and should, in my opinion, be doing more to proactively market it. In order to do that – in my opinion – they have to define the audience.

            Simply categorizing them as ‘BlackBerry People’ won’t allow them to convince either the press or consumers that the product is targeted at them. It also, again in my opinion, results in the media, analysts, consumers, etc. to assume that it’s a mass market product [i.e. no defined customer profile] and the comparisons with the iPhone will continue. In my opinion, this is the worst possible scenario for RIM. If BB10 is as good, technically, as you and others make out then why not define who it will appeal to/benefit and develop some laser-targetted marketing to sell the value proposition to them to ensure that they purchase BB10 handsets, rather than those offered competitors. Taking this approach would also silence some of the company’s detractors in the media also. Perception is reality – after all.

          3. There is no reply button under your post that starts with “Actually, Brian, I owe you an apology,” so I am coming back up here.

            Still waiting for that source for the Frank Boulben quote you said he made.

            The RIM world tour showing the BB10 devices to select people under NDA is turning out to be GENIUS. To even suggest that it was folly is crazy. Its goal was to do the following:

            1. Shut up all bloggers who say BB10 is vaporware
            2. Put in doubt the sentiment that RIM won’t make it by showing a superior product. This will result in far less “RIM is Dead” articles because the bloggers don’t want to look like idiots when RIM turns out not to be dead
            3. Build subtle undercurrent of buzz

            They accomplished all 3 of these efforts gloriously. I am pretty sure EVERY person who has seen the 2 BB10 devices under NDA have stated they are effectively industry leading products and the BB10 UI is truly innovated.

            You reference Blackberry World as a “launch”. That is not entirely true. RIM had to show SOMETHING and they did. If they had their way, they probably would not have, but, they would have been killed if they didn’t. I did not take what they showed at BBWorld as any sort of launch.

          4. Hi Brian, I’m reposting this – I replied to one of your earlier comments and included the link [September 14th]. I’ll respond to some of your other points shortly. Best wishes, Lyndon

            Hi Brian, here’s the link – quoting a Reuters interview, and providing a link to it.

  2. I agree with Brian. You don’t know anything about the marketplace and you are misinformed and making massive assumptions and speculating on BB10 and their marketing strategy.

    1. BlackBerry People are loyal advocates.
    2. BB10 will have a massive app platform when they launch and they announced this
    3. BB10 is about a fluid and new smartphone experience, and they are announcing features all the time
    4. BlackBerry will be in business for sometime to come. They don’t have debt and they have cash.

    Does Apple actually give you what you want or tell you what you want?

    Brian is correct, your post is uninformed and ignorant. Please stop because it is clear you don’t know what you are talking about and people are already misinformed about BlackBerry. If you are going to report on it, try from facts and research.

    1. Thanks for your comment Sarah. Everybody is entitled to their view – mine is that #BB10 will be of little value to RIM come launch day, but I’d be very happy to be proved wrong.

      As for ignorant and ill-informed – perhaps, but I’ve looked at many sources. I’ve looked primarily at the ones that consumers, rather than developers, would visit and looked more deeply at the sources that Brian talked about from the developer relations team.

      I find it hard to believe that I can inflict more damage than a CMO that says that the product needs no marketing because it’s so well liked. If that is the case then I’ll be proved wrong come launch date – time will tell.

      1. Think Differently,

        Honestly it is obvious the way you argue so strongly with other points of view in the defense of your Blog, that you will be very happy to see BB10 die on launch. You say you would love to be proven wrong, but you show us the opposite. You are truly uninformed and likely ticked that you were not invited to an NDA session with the new devices. Weak stance and even weaker defense. You are just another part of the problem, passing on other people’s gossip.

        1. I’m not arguing “in defence” of my blog – the whole idea is to share opinions and talk about my opinion. As for not being invited to an NDA session I’m not “ticked” – I’m not the target audience for them. I’m a marketeer, not a developer or a technology journalist, or an analyst.

          Which is the point. I’m a member of the public, looking at what has been written in mainstream media about BB10 and mass-market communications from RIM. I’m looking at their marketing communications activity in the same way as their potential customers will look at it. The majority of RIM’s target audience for BB10 handsets will be ill-informed [if you include not having done detailed research into information provided to app developers as ill-informed]. They will base their decisions on what is easily accessible… as have those that purchased the latest iPhone thinking it’s an amazing device, rather than an incremental product version. Why? Because Apple has done an amazing job in recent years marketing its products so that people are blind to their shortcomings. This is why I believe BB10 will be dead on arrival – irrespective of how good the actual product is.

  3. It’s great to see this passion for the future of mobile. It’s an exciting industry and it continues to change the world.

    However, Sarah and Brian, you come across as overly defensive in your arguments on why RIM will succeed with BB10. While you make some valid points as does Lyndon, calling someone “ignorant”, “ill-informed,” etc because they offer a different view and perspective on a topic portrays you as a hypocrite.

    Offer your perspective but don’t attack others for offering theirs. It does not help you or the discussion.

      1. I’d edited the post to include the words ‘perceived to be’, just to be clear that I’m not saying it will be, rather that if it is. I hear what you are saying about the UI, but what companies or developers perceive to be amazing is not seen in the same light by consumers.

        I also know developers that thought WebOS was far superior to iOS, but that didn’t stop HP from pulling it. Palm WebOS phones also sold a fraction of the volume that the iPhone of the time did. Familiarity has a lot to do with it, as does perception… something I wrote about on this blog a few months ago.

  4. I’m so happy to read the banter between Sarah, Brian, and the author of this post.

    a) We see the effect of brand evangelism with Sarah and Brian. This is the kudos and positive for RIM. Hopefully they have more RIM’boys and gals swooning over their product, when BB10 launches.

    b) We see the analysis of RIM’s fleeting market share from the average consumer point of view from THINK DIFFERENTLY.

    c) As my name suggests – I’m the consumer at large, which could be a fair representative of RIM’s potential target in mind. I’m both a work and play consumer, working for a highly successful Canadian startup, needing both a phone I can use for business, and one that will let me participate in the social cohesion of my cohort (co workers, peers, business partners, etc…)

    Tell me please – why does the Yellow Press, those crappy magazines which feature celebrity fat/skinny cycles, divorce and marriages – always outsell the smart papers – and frequently media companies support their failing “smart” publications by having a wing of “shitty press” ?

    Don’t want to compare the smart phone market to the reading market? Ok, cool, I’m game with that. You say BB is for the business person who count’s every second.

    Ok, then – let’s look at technology adoption curves. Which product sells more? The one to the masses? Or the one specialized, highly niche driven product? Is it the former iPhone or the latter BB ?

    Tell me, how did the business person re-evaluate RIM when their centralized networks put everyone out of communication for almost 2 weeks in Europe and Middle East.

    Or wait, how does the idea that you now have the ability to have your iPhone and Android device on a corporate network – communicating just as well with them than a BB?

    Do you ever question the fact that the BB might be a good tool for 40+ crowd, but that business will be driven now by those in their 20’s and 30’s ? And will they suddenly adopt a BB now that they’ve grown up on iPhones, Mac’s, and Android devices?

    I can tell you from my perspective. Slow iteration cycles – idiot CEO’s chasing hockey teams to build up their ego’s who say that We know what we’re doing, you just wait – are never a good sign. Did Heins, change that tune? No, first investor call he does, he says, “we know what we’re doing, just wait” – ok, tired of waiting.

    Need a device which I can work and play with. Don’t need two devices (one for work, another for play). Also have to watch my IT costs. Why pay for a proprietary server network that’s outside of my control, when I can have a lower cost solution with phones that everyone around me wants to actually use.

    Refer to the article about One Upgrade Cycle away, that should put you in a more knowledgable state about a consumer’s point of view, than being a brand defender. Hate on me as much as you want. Point out my weaknesses in my argument – flame me, and troll my answer. The point here is, I’m not interested in BB or RIM, too little too late. That ship has sailed for me, because they’ve neglected me as a user. buh bye.

  5. if it was anyone else trying to bring qnx to the phone maket. it would be the best thing in the world but sense its is RIM trying to do, it would work or they can’t do it.

  6. While I do believe you bring up some valid points, you are forgetting a couple of very important things and assuming the negative automatically, especially when it comes to apps and carrier support.

    While it’s true that one of the biggest challenges RIM is facing is changing its brand image, you are automatically assuming that they aren’t going to have certain things available from the get go, like apps.

    The PlayBook, for example, hasn’t sold a lot; I don’t need to tell you that. Yet, for the first time ever, apps and games that still aren’t available on the BlackBerry smartphone platform, have been ported over to the PlayBook either as native apps or as Android ports.

    BlackBerry 10 will have all of those apps and games already on their ecosystem from the start. You can bet anything that RIM has gone to these big time app devs (think instagram, netflix, etc) and maybe even shown them the new devices and OS in attempts to impress them.

    I wouldn’t be completely surprised to see RIM announce new partnerships for BB10 at their BlackBerry Jam Americas’ keynote on Sept 25th.

    Next point, marketing of new devices is as dependent on the company that makes them as it is on the carriers that will carry them. As you know, most ads, commercials, promotions; whatever, are done by carriers. Carriers did not support BlackBerry 7 as much as RIM hoped because in their mind, they were inferior devices.

    RIM’s carrier relations are about as important as anything now. According to what they’ve said publicly, carriers believed they could support BB10 more efficiently during Q1 2013 as opposed to during the crazy holiday season. Whether that’s true or not, remains to be seen.

    RIM has also been on tour these past weeks leading up to BlackBerry Jam Americas, trying to woe all these carriers into believing in BB10. Verizon’s CFO and CMO have come out and publicly said they will support BlackBerry 10 when it launches.

    A lot still has to be seen and done, and doubts are definitely warranted and valid, but calling BlackBerry 10 dead on arrival, when you haven’t seen the OS or the phones for yourself, like others in the media have, is extremely premature.

  7. The author is really incompetent to anything outside to the distorted reality field. The iPhone 5 came out and wasn’t a game Changer of any sort to anyone… How does it feel to be an idiot?

  8. Whats more bizarre, again, is that Lyndon claims he is NOT ill informed; however, he seriously was expecting Apple to do something differently than they did this week

    He seemed really surprised that what happened happened.

    Even though it was inline with EVERY SINGLE LEAK.

    There is so much evidence in his post above and subsequent replies that he DOES NOT have any reasonable insight into BASIC facts.

    Again… he claimed BB10 UI will be inferior to Android

  9. I use my BlackBerry for work and play. It is NOT provided by an employer. I bought it for myself and it is my choice. I’m not here to bad mouth any platform. Do what does for you. BlackBerry does for me as well as many others by their choice. I just don’t understand any author of any article/blog wants to lead anyone to believe any platform is dead. Do you only want 2 choices in the world? Do you like chocolate or vanilla ice cream? I don’t. I like strawberry. I do love my BlackBerry. All this negative attitude toward any platform is bad for the world of mobile computing.

    1. I also use a BlackBerry – and replaced one of the previous generations of Bold devices with a 9900. I actually like it too and wouldn’t buy an iPhone 4/4S/5. I use it for both business and pleasure – but primarily business.

      I’ve said repeatedly that I hope I’m wrong in my assessment – nothing would give me greater pleasure than RIM surprising everybody and proving me, and the other doubters, wrong. I’ve also never said that I think that the platform will disappear. I write from a marketing perspective and it is my opinion that as it’s arrival will have little value in terms of differentiating it from other handsets, and as a result will have a negligible impact on the company’s ability to persuade people that aren’t already BlackBerry users [and many that aren’t] to switch from whatever platform/handset they currently use.

      The more competitive the market is, the better for everybody concerned as far as I’m concerned.

      1. This is what kills me. People who say they hope RIM succeeds, yet, they post blogs/articles that RIM is dead. Its similar in vein to Crackberry.com’s post about Vic Albioni.

        They are doing nothing but perpetuating the negative RIM sentiment which in the end makes it harder for them to make the turnaround.

        These people will say they are writing what they write to try to wake RIM up or institute change. Well guess what. Its too late now! You will not change RIM anymore for BB10 launch. Its too late in the game now to change anymore. So just accept the situation and support the BB10 launch.

        After the BB10 launch is successful, go back to trying to institute more change at RIM, but, at least back off right now to let them get back on the horse!


        1. To blame the bloggers and journalists is a little bit of a lame excuse… RIM has been given more than ample time from the media and blogger community to show that it could turn things around – and has failed to do so. The people who now prophesy its doom aren’t just “ill-informed” bloggers – they’re solid, credible, informed business and industry veterans, that understand the importance of consumer perception on a business.

  10. The author of this post makes a lot of assumptions and its never a good idea to assume things. With that said, I am going to assume that will end up being 100% correct in his predictions.

    Main reason I feel this way is because people do not want a BlackBerry. The BlackBerry fanboys can come and present their arguments all they want, but try doing what I have done.

    Take a BlackBerry 10 Dev Alpha and load it up with apps and just show it to people. Make sure you leave the protective skin on it so no one will see the logo on the back. Let people comment on how fast it is and how great the screen looks. Let them play with it and listen to the comments the Dev Alpha gets. Then take off the skin and show the person that it is a BlackBerry.

    Their tune immediately changes. I’ve done this experiment several times and each time it has played out the same way. The people love the Dev Alpha until they realize it is a BlackBerry. Once they do know what it is they go to saying “oh I could never have another slow BlackBerry” There is no way RIM will change how the masses feel about them soon enough for it to matter.

    Even if RIM could change people’s mind about them – it is too late. They are already screwed. Apple will sell at least 30 million iPhone 5s before a BlackBerry 10 device is available. Samsung will continue to sell millions of Galaxy S3 smartphones. The mass will already be committed and locked into a new device. The best RIM can possibly do is at attract Samsung’s and Apple’s left overs and that won’t add up to a whole lot, especially when you consider RIM will still be up against the constant flood of Android OEM’s devices and the new windows phones.
    RIM is doomed people. I am typing this from a BlackBerry Bold 9900. I love this phone, I think it is great and it meets my needs perfectly, but I’m an odd ball. To everyone else I am a loser because I am still stuck on BlackBerry. Do a twitter search for ‘BlackBerry’ and just look at the constant stream of hateful comments about BlackBerry devices. Its incredible how hated RIM’s BlackBerry devices have become.

    BlackBerry 10 won’t change that.

    1. “There is no way RIM will change how the masses feel about them soon enough for it to matter.”

      This is the point I’m making summed up in a single sentence. It’s not about whether the technology is better; it’s not about whether it’s an industry leading OS or handset; it’s not about Alpha or Beta products seen under NDA. It’s about consumer perception. Consumer perception is that BB10 is too little, too late – and that the iPhone is cool.

  11. Why did you think the iPhone5 would change everything? Since Tim Cook took over, Apple has not done anything that would “change everything”. The iPhone 4s was exactly the same as iPhone 4. The only big feature they added was Siri and it has become a joke.

    As for the marketing RIM has not started, because they have not announced any device yet, they are currently only talking about their platform (to developers and App development companys), platforms have many OS versions. As for Frank Boulben comment (“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.”) just because someone quotes what they say does not mean that it’s the whole quote. There was interview with Thorsten Heins where he said that he and the board have looked over Frank Boulben’s marketing plan, and that he and the board of directors love the plan. They have not once said that they are going to compete with the iPhone for consumers affections. They have said that they are going for the BlackBerry people.

    Most that use a BlackBerry are not forced to use one for work. My whole family use BlackBerrys and none were for work, I only started recently use mine for work only really my working email.

    Your comment (“Consumers [B2B and B2C] do care about whether their phones allow them to do what they want to do, quickly and easily.”) if they was the truth then no one would want to use an iPhone because you can not get things done quickly on them. I have used both and I can get things done way faster on a BlackBerry, I have also some friends that went from BlackBerry to iPhone or Android and they all miss their BlackBerrys because they done find iPhone or Android faster they find it slower.

    Like in my tweet to you I totally respect that it’s your option. I am not trying to change anyone’s mind on with they think or feel. I only am pointing out misinformation. For example if your option was in don’t like broccoli and then you say that you don’t like it because it’s red. Then I would only feel like pointing out the broccoli is not red its green. But if you would have said that you didn’t lime it because of the taste. I would not feel the need to comment at all, or if I did then I would basically say nice article on how you feel.

    Just because you read an article on a big news paper about an interview with someone, that article can be bias on how they feel. So they might only quote part of what they say. I have seen that done many times, it has also been done in video interviews.

    I prefer a BlackBerry but I have defended Android and iPhone when it comes to misinformation. I am all for people stating their option, it just needs to be on accurate information not on someone else’s option or lies. For example I stopped reading all articles from BGR Because he is a fanboy and does not look into any information. I am not saying that you are like him in any way.

    I in no way think the RIM has done everything right. I know they have done a lot wrong, and that their marketing has always sucked and that they were slow for change. Now they know where they went wrong and how they have to fix it. Just remember that it is not Mike and Jim now it’s Thorsten and they have new people in there positions. If you look into Thorstens background he worked for Siemens in one of their divisions. That division was on the verge of being shutdown because it was losing money and not be innovative, then they put him in charge and now the division is Siemens most profitable division.

  12. I wonder if it is possible that the underdog card is the best marketing strategy BB has going for it. The company’s story is archetypal in its emotional highs and lows. We are approaching act 5 with the former champ down on one knee…. I keep envisioning the theme from Rocky playing in upcoming BB10 commercials…(not seriously though… that is cliche). Still, that narrative formula won rocky best picture and was in itself a underdog miracle story. Can RIM work this to its own advantage?

    Anyway I have a iPhone but will shortly be getting a bb from my work. I love the iPhone but am less excited about it than I was at one time. To me it is all about apps anymore. All the technology is amazing in all the competative phones – so just show me good apps, good customer support, and synchronicity accross email and busineess softwar platforms.

    Consumer fatigue will be a problem for apple at some point and I think that time is approaching.

    Anyway, I am Canadian so I feel a real visceral sympathy to RIM and want so badly to see them mount a comeback that I am wiling to buy their next phone. I expect many former BB users will do the same, but doubt their will be many converts from those that have only used android or iPhone devices.
    I heard one analyst say that BB10 doesnt need a miracle. Rather, they just need good to strong reviews, enough cash flow to survive another year, and a chance to reestablish themselves (RIM) as a viable company before BB11. 13 or 14 months out, RIM might get another shot at riding a new wave of optimism; one that gains them momentum and market share. Sounds so simple…

    1. Let’s hope so Rory. I agree that fatigue will become a problem for Apple – sooner than many people think. BB10 doesn’t need a miracle – but it does need some amazing marketing. That’s been the point of my RIM posts – I’m not disagreeing with people who say the technology is amazing… just that it if is then they should be starting to spread the word. Not de-positioning against a lacklustre new iPhone [yes, I know it sold 5m over the weekend] is a huge mistake… but RIM lacks the marketing vision to be able to do it effectively given it’s last effort [the THINK DIFFERENT or DO DIFFERENT ads].

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