An icon amongst IT professionals, socialites, executive and upper-middle class college kids the world over, RIM’s Blackberry Handsets were once the epitome of corporate cool.
Sleek, secure, durable and with a battery life that would make any iPhone convert green with envy—combined to sustain the handsets popularity circa 2006-2010.
The precursor for its demise? RIM Exceptionalism without a doubt.
Once a pioneer in mobile communications, Research in Motion became arrogant in the sense that they truly believed their customers would stick by them regardless of competing technological innovations between 2006-2010.
Blackberries for too long—exploited the corporate connection by marketing their mobile phones as being ‘ for professionals’
Intuitive yes—if you’re an I.T professional requiring remote access to a company’s server amongst countless other brilliant uses. However, for the majority of professionals, who’s job roles seldom require such features, the answer is no.
Highlighting a pitfall in the companies marketing strategy, RIM last year released their Playbook tablet to compete directly with the iPad.
Expensive, technologically limited and with a name positioning it as a children’s toy, was no doubt responsible for the products lagging sales.
When you compare the Playbook with Apple’s iPad, or Samsung’s Galaxy Nexus—purchasing the latter starts to make a lot more sense.
Prices have dropped across Blackberry’s latest line of products, as a fresh-faced CEO takes a white canvas approach to re-structuring the fledgling company.
Thorsten Heins, the newly appointed CEO and former Siemens AG Executive, plans to sell RIM's current line up of BlackBerry 7 touchscreen devices, deliver on a promised software upgrade for its PlayBook tablet computer by February, and rally RIM's troops to launch the next-generation BlackBerry 10 phones later this year.
Will this be enough to re-educate 1.7 million i0S and Android defectors? Possibly not. As indicated by the Toronto Stock Exchange, the future is looking bold for the once cool smart-phone.
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