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RIM Isn't Sleeping Much, Says CEO

By - Source: AllThingsD | B 24 comments

RIM currently isn't sleeping according to the company's CEO.

You have to feel somewhat sorry for RIM: it was king of the mobile world for a decade, especially in the business sector. The word "BlackBerry" meant getting the top-of-the-line phone, a smart gadget you and your business just couldn't live without. By 2008, RIM owned 44.5-percent of the smartphone category it actually helped create.

But then the iPhone train arrived, plowing through RIM's marketshare and seemingly changing the way the world computes. The company dismissed Apple's entry, poking fun at the gadget's lack of a QWERTY keyboard. Now RIM, pounded by a tag team comprising of both Apple's iOS and Google's reigning mobile champ Android, is eying its upcoming BlackBerry 10 platform as a "make it or break it" scenario.

"I think we have a clear shot at being the No. 3 mobile ecosystem in the world," said RIM Chief Executive Thorsten Heins following his speech at the BlackBerry Jam Americas conference in San Jose, Calif. "We’re working hard. We’re not sleeping much. I’m not stopping until this company is where it belongs."

Frank Boulben, RIM's new Chief Marketing Officer, said that the company is preparing a three-phrase marketing push for BlackBerry 10. The first stage will consist of pushing out information to key "influencers" including celebrities, corporate tech executives, analysts and reporters. The second stage will comprise of a digital marketing campaign that will run through the platform's launch. Naturally the third stage will feature an all-out advertising assault.

Later Heins was asked why his goal was only to be #3 in the smartphone sector, falling in behind Android and iOS. He responded by saying that "you have to climb the mountain step by step." Heins also said he's moving the company as fast as he possibly can despite the rapid advancements Apple and Google are making. Windows Phone 8 is on the horizon as well, featuring even more connectivity with the Windows platform than its predecessor. Still, it's not too late for RIM, he said.

Speaking of Windows, Heins seems to envision a "post-PC" era where mobile consumers only travel with two devices: their smartphone and a tablet-like device. He even stated that "you won’t carry these laptops with you," pointing at the laptops used by reporters. His view follows an industry-wide belief that the desktop and tablet form factors will eventually merge, creating a hybrid device. We're already seeing evidence of this as Windows 8 nears.

AllThingsD said that Heins declined to talk about how BlackBerry 10 will interact with RIM's current infrastructure. However Boulben said that the company will have different tiers of service without offering further details. The duo also wouldn't talk about offering unlocked phones directly to consumers although Heins said that "right now, the carrier is our channel partner, make no mistake."

 

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Top Comments
  • 12 Hide
    Old_Fogie_Late_Bloomer , September 26, 2012 2:39 AM
    Quote:
    His view follows an industry-wide belief that the desktop and tablet form factors will eventually merge, creating a hybrid device.

    You are $#!+ting me, right? There is absolutely no "industry-wide belief that the desktop and tablet form factors will eventually merge". There are pundits that foolishly believe that desktops and laptops are obsolete, and then there are people who actually use computers who understand that this is a pipe dream, at least for the foreseeable future.
Other Comments
  • 8 Hide
    A Bad Day , September 26, 2012 2:11 AM
    Well, at least RIM is trying.
  • 5 Hide
    vittau , September 26, 2012 2:20 AM
    I don't know, maybe they should just drop the brand "BlackBerry" altogether and start something completely new.
  • Display all 24 comments.
  • 3 Hide
    audi911 , September 26, 2012 2:31 AM
    The first stage will consist of pushing out information to key "influencers" including celebrities, corporate tech executives, analysts and reporters

    What a sad day it is when your first key influencer is a celebrity. I think the further ahead we plow to the future the dumber the generations become when they have to look for celebrities for influences.
  • 3 Hide
    joytech22 , September 26, 2012 2:33 AM
    Competition is good, but it's kind of sad that such a huge player in the market decided not to listen to its consumers needs earlier on.

    People TELL companies what they want and expect from them, and RIM decided to go their own way so now they are paying the price: Late to the party, and in trouble if they fail.
  • 12 Hide
    Old_Fogie_Late_Bloomer , September 26, 2012 2:39 AM
    Quote:
    His view follows an industry-wide belief that the desktop and tablet form factors will eventually merge, creating a hybrid device.

    You are $#!+ting me, right? There is absolutely no "industry-wide belief that the desktop and tablet form factors will eventually merge". There are pundits that foolishly believe that desktops and laptops are obsolete, and then there are people who actually use computers who understand that this is a pipe dream, at least for the foreseeable future.
  • -2 Hide
    nebun , September 26, 2012 2:39 AM
    sleeping???....i think that they have been snoozing for a very long time...the only reason why they are still in business is because of the US Government....sad but true...no one else whats to buy their crap
  • -2 Hide
    Anonymous , September 26, 2012 2:55 AM
    "People TELL companies what they want and expect from them"

    when has that ever worked

    RIM does what it does best: take that or leave it
  • 0 Hide
    Bloob , September 26, 2012 4:12 AM
    RIM actually gained most of its customers during the early iPhone days, but it was never any kind of a king, well, king of NA maybe. That said, I do hope both RIM and MS will succeed in creating a profitable ecosystem.
  • -1 Hide
    digiex , September 26, 2012 5:06 AM
    Their next release... "The Eye-bug Series".
  • 2 Hide
    mrmez , September 26, 2012 5:32 AM
    So.... basically they are saying "we have to beat Nokia"
    What does that entail these days? A colour screen? Snake 2.0?
  • 0 Hide
    chewy1963 , September 26, 2012 5:49 AM
    Bye bye RIM, been nice knowing ya but you're soooo 2000's
  • 1 Hide
    benji720 , September 26, 2012 5:56 AM
    I still use my Blackberry Pearl 3g. I have tried all sorts of other smartphones (massive stack of them in my office, actually) and I still haven't found anything that I can type on without looking the way I can on a Suretype keyboard. When this thing breaks, I hope I can still find a used one on eBay.
  • 0 Hide
    ashinms , September 26, 2012 6:22 AM
    I really don't know what to say. I was planning on buying an unlocked bb 10 slider when they released to replace my galaxy note that is nearly unpack to type on. Hearing they might not release one it's kind of saddening....
  • 1 Hide
    murzar , September 26, 2012 7:00 AM
    They aren't bad phones.. only overpriced for the features and the hardware in them. Only Apple can get away with that, Mr. Thorsten Heins.
  • 1 Hide
    acyuta , September 26, 2012 10:18 AM
    Relying on enterprise customers and not innovating as much as others who first attacked them sideways and then full frontal. They were sleeping while the money rolled in and it seems that now whether they have awakened will not make a difference. In that case, better option is to keep on sleeping than working.

    `I’m not stopping until this company is where it belongs':

    where would that be. I hope this is not the bankruptcy court.
  • 0 Hide
    Anonymous , September 26, 2012 1:11 PM
    Not sleeping much? Sounds like somebody's worried about losing his RIM job... ;) 
  • 1 Hide
    jlats26 , September 26, 2012 1:20 PM
    RIM is actually a social network...they just haven't realized it yet. "BBM" is probably the main reason RIM has stayed afloat for this long. A huge majority of their customers will not switch because they have so many friends that use the Blackberry Messenger Service. So why not focus on that? Make BBM a social network that spreads across all devices including iOS and Android. Boom.
  • 0 Hide
    The_Trutherizer , September 26, 2012 1:35 PM
    The way I see it computing, display, input and comms should just be modularised and standardized (for heaven's sake nothing proprietary). That way you can have your computing power box with cpu and ports. Stack on 3D accelleration when needed and output it all to any screen. Use input device of choice. Touch screen smart phones and tablets will eventually serve a niche ultr-mobility role, but could also serve as the computing/acceleration/input unit in a pinch. Ultimately though you'll probably not have seperate computing and acceleration. It's early days for APU's and other CPUs with integrated graphics capabilities. They will become immensely powerful as time goes by. It's just the way things go.
  • -1 Hide
    samkl , September 26, 2012 1:36 PM
    joytech22People TELL companies what they want and expect from them, and RIM decided to go their own way so now they are paying the price: Late to the party, and in trouble if they fail.

    That's the problem. People were telling RIM that they want secure email, a real keyboard and long battery life. The fall of RIM happened because they listened to their customers and did exactly what they've asked.


    joytech22RIM is actually a social network...they just haven't realized it yet. "BBM" is probably the main reason RIM has stayed afloat for this long. A huge majority of their customers will not switch because they have so many friends that use the Blackberry Messenger Service. So why not focus on that? Make BBM a social network that spreads across all devices including iOS and Android. Boom.

    Then what? BBM Social Network users won't pay any fees to access using other platforms. That will take away one of the proprietary features.

    .
    RIM's niche is focus on low-end global markets and enterprises where security is a must.
    -SK
  • -1 Hide
    belardo , September 26, 2012 1:42 PM
    Quote:
    We’re not sleeping much. I’m not stopping until this company is where it belongs.
    and if that is in the trash-can, it will be sad.

    They won't be #3... MS will be a distant #3 with their WP8. BB10 is like Duke Nukem Forever. It will never be state of the art, and when it comes out... disappointing. What few BB owners I run into, they are going Android. Let a BB owner play with my Atrix HD for a few minutes (a $50 Android 4.0 phone by Motorola) she decided to not wait another year for BB10 to come out :) 

    By RIM... nice knowing you. You should have gone Android.
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