RIM CEO needs more than buzz words to sell BlackBerry 10
0. phoneArena 09 Nov 2012, 14:48 posted on
No one is quite sure what to make of BlackBerry 10 just yet, some think it will be "dead on arrival", while some think it will be a success. Not surprisingly, Thorsten Heins, RIM CEO, is one person who thinks that there is hope for the platform. A big part of the plan seems to be to target emerging markets, which would be great because when describing the product, he doesn't have much more than buzz words to prove his point...
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1. Aeires (unregistered)
They should have crashed the project and got this ready for the holiday shopping season. It'll still sell, but they missed a huge target with their "next year" predictions.
5. downphoenix (Posts: 3165; Member since: 19 Jun 2010)
Rushing the project is what hurt the Playbook (Well that and the price point, but that's another subject). RIM is making sure to not do that on BB10. If they can have a successful BB10 launch, then they would at least have a shot at trying the tablet thing again. If BB10 sputters, they will either die or have to switch over to Android or WP8. BB10 will have a better shot if its launched when ready, not before.
9. pikapowerize (banned) (Posts: 1869; Member since: 03 May 2012)
totally agree with you! im a huge BlackBerry fan but the PlayBook is overprice!(7" for $550 at launch!?) but it is worth to buy now! especially that PlayBook is now for only $149 and OS 2.1 makes it very stable... and the best part is its upgradable to BB10...
so yeah...rushing the product will kill them... and besides they dont have that much money to do ads to advertise their product coz google, apple and microsoft has a lot of money to spend for ads!
all i do is wait! patience is a virtue! BlackBerry 10 will come!
15. Nadr1212 (Posts: 741; Member since: 22 Sep 2012)
I got bored right outta my guts after reading about three paragraphs of this stupid article!!
17. pikapowerize (banned) (Posts: 1869; Member since: 03 May 2012)
yeah... me too... i actually didnt read the whole article... i just skip a couple of paragraphs...
PA can do better than this... but why hate? why put negative feedbacks?
28. Nicholas.Oliver (banned) (Posts: 16; Member since: 10 Nov 2012)
LOL playbook is a joke, it doesnt even exist anymore..149 worth ? nope tq, i'd rather use it to eat :) playbook = crap
blackberry 10 will come to your graveyard
34. pikaposukks (banned) (Posts: 3; Member since: 10 Nov 2012)
Even if they put BB10 on playbook, it would still overprice.
Even if current BB line up have BB10, it still won't be able to fight android and iOS.
39. Nicholas.Oliver (banned) (Posts: 16; Member since: 10 Nov 2012)
I couldn't agree more with your comment! have a good day bro!
12. PhenomFaz (Posts: 1236; Member since: 26 Sep 2012)
with each passing day it seems more like BB10 is all hype and gas talk!
I mean what the heck is the company doing...this thing announced sometime this year beginning and we dont have anything not even a proper preview! Just looks bad for BB10 and by the time they release thier phones the hardware they announced woul have moved from the premium class to the upper-middle to middle class nullifying the advantage hardwae could have added as the selling point. As for the softwware we'll just have to wait and see
35. pikaposukks (banned) (Posts: 3; Member since: 10 Nov 2012)
That's because RIM were dumbOS company who'se expertise were only BBM and email, and still doing bad in that area (hint: the Blackbery internet problem that make all BB user can't receive any message/internet for a couple of days... over and over again)
right now, they only sell hype
only a fool who think this kind of company can create REAL smartphone OS.
40. Nicholas.Oliver (banned) (Posts: 16; Member since: 10 Nov 2012)
wow, pikapowerize wouldn't be happy
47. DerryAhmad (Posts: 278; Member since: 05 May 2012)
I agreed. RIM is missing this holiday season shopping spree.
Maybe they're learning from the Apple Maps fiasco?
Maybe cause Androind/WP8/BB costumers aren't so forgiving as Apple fans?
2. XPERIA-KNIGHT (unregistered)
I think he said the right things you are just expecting too much michael and I understand why but This is a starting point to his turn around and just because hes not giving you what you want to hear doesnt mean the product itself wont be as "Fulfilling" as you think it may be........It doesnt hurt to have faith in a company that may seem to be dying to some.......and since you write about these companies you should want to report something good of them and its quite hard to do that if you dont believe they can succeed........peace to you bro :)
3. BigRed83 (Posts: 144; Member since: 19 May 2008)
Here's a thought: A long term company whose technology has yet to be surpassed. Yeah, the two yahoos as CEO they dumped set them back a bit. They have a new OS, BBM, BB security, and a current culture of hardware and UI.
There will be a market for Blackberry, as mobile security will move even higher in prominence, like cyber-security is hot in the PC space. Android and iOS have shown their vulnerability to malware, viruses, etc.
If, next spring, when they are supposed to launch, if it falters in the retail space, I can see either Moogle or Redmond swooping in to pick them up.
4. nwright94 (unregistered)
Moogle? Like from final fantasy?
13. XPERIA-KNIGHT (unregistered)
LOOOL hey ive actually been playing ff9 im on the 3rd disc but stuck and not sure what to do.........but the moogle joke was funny bro :) or should i say.......kupo?
19. nwright94 (unregistered)
Haha I'm playing through the kingdom hearts game right now :)
6. andrew1953 (Posts: 176; Member since: 13 Nov 2011)
Don't listen Thorsten to the detractors,they are not worthy of your time.Keep up the great work you are doing.
7. martinikatz (Posts: 6; Member since: 05 May 2012)
I admit that I'm a Blackberry fan. Apart from that, in reading the article above, what stood out somewhat was the writer's making an effort to look at things negatively. His negative points seem to show an amount of "wishful thinking," or more directly "a death wish regarding Blackberry." He jumped at every opportunity, whether warranted, somewhat far-fetched, or not, to be skeptical to the point of revealing his hopes and desires to be able to be negative. Blackberry is clearly "up against the wall" in the smartphone market, and it is a "do or die" moment when Blackberry 10 comes out. Unless there's some behind the scenes insider information options trading, I feel strongly that the executives at Blackberry want to succeed. They aren't lame or feeble, and they're going to do what they can to be totally competitive, whether they use what the writer of this article deems to be the right terms or phrasing for presenting the features they're working on. The company is being directed by a whole new group of forward-looking directors now. They probably deserve more credit than the writer of this article could imagine.
10. pikapowerize (banned) (Posts: 1869; Member since: 03 May 2012)
i really dont understand why people needs to be negative! maybe they could be neutral but not negative coz it wont appeal to all!
i think the writer wants to please haters and other platform users!
the reason why fanboyism is annoying! they are bias!
hope to see a writer that is not a fanboy of everyone! just neutral to everything! at least we'll see some unbiased write up!
sad sad world! :(
16. MichaelHeller (Posts: 2703; Member since: 26 May 2011)
Neutral and unbiased doesn't mean unopinionated.
22. downphoenix (Posts: 3165; Member since: 19 Jun 2010)
You're right about that but you can't reasonably claim this is an unbiased write up.
24. XPERIA-KNIGHT (unregistered)
i didnt think it was biased just thought he may have been expecting a lil to much from them, when I feel, they will do good with what they have.... and while they may not "take the number one spot" they will definitely do some good :) and who knows maybe more
25. MichaelHeller (Posts: 2703; Member since: 26 May 2011)
If I'm wrong about Heins, then I can see where someone can call it biased. But, am I wrong about him?
He seems like a business strategy guy, and it looks like RIM doesn't have a solid product guy. Am I wrong there?
27. martinikatz (Posts: 6; Member since: 05 May 2012)
I may be wrong, but if he is European (i.e. German, Swiss, Austrian), he wouldn't be prone to show-boating or flambouyancy in his speech. That, to those of us in North America, might look like a lack of faith or pride in his product. It could just be his style of expression, even though he is in a competitive industry that tends to sensationalize every new feature or version.
30. Nicholas.Oliver (banned) (Posts: 16; Member since: 10 Nov 2012)
fanboys and haters are different, you are a fanboy, im a hater, don't you get that ?
RIM is a dying company ! just deal with i ? what makes it so hard ?
8. onethreealpha (Posts: 14; Member since: 28 Mar 2012)
Oh surprise surprise. Wouldn't want to show too much enthusiasm for a new UI like BB10's. After all it might be better than the 5 year-old clucnky interface of iphonearena's
"magical" and "amazing" favourite mobile handset.
While others are talking up the prospect of the competition another option provides, you guys just keep playing the broken record.....
26. MichaelHeller (Posts: 2703; Member since: 26 May 2011)
That's not the point. It doesn't matter how good the platform is (and we do think it looks nice) if the CEO can't explain why it's a good platform.
11. pikapowerize (banned) (Posts: 1869; Member since: 03 May 2012)
" Heins said that the strategy for RIM is to continue to focus on a global strategy, inclining emerging smartphone markets like Mexico, Nigeria, Indonesia, and the Philippines."
this is so true and that makes me love RIM more coz again, they have "Decent" market share in these places so they should continue the support to these places!
"Heins also says that a key to success in the USA is "trust building" because the brand doesn't hold as much power in the market that it once had."
true again! the very reason that nokia is dying coz they forgot where is there market! US is not the world and definitely not their market! maybe they have a market there but not that big unlike they have in europe and asia! symbian is dying in US but to the other part of the world----its not! so if nokia what to keep relevant, use symbian in low end not s40! coz it is more capable than your s**tty java OS! coz people will look for specs first, there's actually a dual core android phone at price $97 with 512MB of RAM.... while your asha only has 64MB of ram and the pointless 1ghz for what? performing better tasks? lol to that! it cant even multitask! so yeah, even though s40 dont need the android standards but most consumers will think that they are cheated if they buy an asha phone but has a very low spec while they could get a good spec phone on same price! but if they put symbian their, it is worth to buy! i mean symbian can tun on 256MB of RAM and 800mhz of processor speed!
thats why i love RIM more! they need to rebuild their market in US but not pushing their limits! especially that US only care about iOS and android! WP cant even put a break through before nokia join the WP party! and now WP is relevant thanks to nokia!
32. pikaposukks (banned) (Posts: 3; Member since: 10 Nov 2012)
You really funny guy...
The problem with RIM is not the same as nokia.
RIM problem were because they were so stuck up in BBM & push email & security that they die. They thought they were the only company can do all of that....
let me explain...
When Android and iOS concurred the world (2 years ago), BBM became irrelevant because if your main reason to use BB is to BBM, and you have little or no friend on BBM and must use what's app or any other messaging apps, then, why you still using BB?
Now, RIM did understand that problem, that's why they want to run away from their dumbOS as fast as they can, but right now the ecosystem is bigger. *IF* you use RIM BB OS10, and your friend with android and iOS can play the brand new Angry Bird Star Wars and Bad Piggies star wars, you will look like a donkey. Of course RIM can pay game developer the way Microsoft/Nokia did. They could pay Electronic Arts, Rovio, etc to launch the game the same time for their platform as other platform, but this is not a healthy business, and not all developer will follow that.
Another RIM problem is, RIM used to be a dumbOS vendor who have 2 apps, BBM and email. now they wanna became smartOS vendor. This is like an analogy RIM is a bicycle factory who wanna be an aircraft factory. Proof? look at how poor the Playbook OS were... look at how long it took them to release BB10. By the time BB10 were out, it won't be able to beat android and iOS, and die.
36. Nicholas.Oliver (banned) (Posts: 16; Member since: 10 Nov 2012)
THE BEST COMMENT I'VE EVER SEEN ! THIS IS SO TRUE ! pikapowerize obviously can't answer this ! the only thing that pikapowerize uses for defending bb is "BBM and EMAIL" i can do that too on my android or iPhone, as a matter of fact, companies are starting to switch from bb to iphone / android, yahoo for instances!
bb doesn't have the ecosystem that android and ios have...for the bbm thing, who the f u c k would use it ? (except in my country)
@pikaposukks : really nice comment bro...really nice, keep posting, pikapowerize can't answer this, but i wouldn't be surprised if SHE is still defending bb, because SHE is a fanboy, fanboy will use anything they can to defend their idol
yesterday i was playing dead trigger on my nexus, one of my friend who has a BlackBerry Bold 9900 can only stare at me, i asked him "Can your bb do this ?" he can't answer it, lmao
41. pikaposukks2 (banned) (Posts: 3; Member since: 10 Nov 2012)
in my country (indonesia), bb also overly exaggerated...
there's USED TO BE a great number of addict that swear by it, but they already move on.
right now, most of those BB were sold to 2nd hand shop, and sold to domestic helper (pembokat) and were use mainly for calling and sms.
RIM were toooo late with their BB10, in Indonesia, they already lost to android since january 2012. and they lost to samsung (alone) since may 2012.
pickapowerize is surely someone who don't really know android can do what bb can do.... and doing it better.
44. Nicholas.Oliver (banned) (Posts: 16; Member since: 10 Nov 2012)
Mostly used for bbm and social media (correction)
Bb used to be exclusive 2 years ago, but now its too mainstream, it has already lost it's exclusivity, even a scavenger near my house has a BlackBerry!
Mind your grammar bro..*rim was too...
14. rickmahn (Posts: 1; Member since: 04 Nov 2012)
BB is destined to a long, painful death in the public eye. It's a lost cause in the smartphone race, where Windows Phone is the only likely candidate to take it's minor place in the market.
This once-strong brand, and fantastic ecosystem should long ago replaced the buffoon duo that was their Co-CEOs. Heins has always had more on his plate than most realize, and the failure of BB ultimately shouldn't be laid at his doorstop.
In any case, my suggestion to BB users is to pick either iPhone, Android, or Windows Phone and move on.
21. pikapowerize (banned) (Posts: 1869; Member since: 03 May 2012)
lol...read some other news of PA! RIM sold more than nokia now! and BB is still the second non android to be on top! (other is apple last is nokia, not even the lumia..but nokia as a whole! with its asha and symbian)
other reports show that BB close the top 5, but the last report that PA post is that BB is top 7! while nokia is on the 10th place!
it is quite an achievement even you keep on saying it is already dead!
BlackBerry 10 will be good for everyone so STFU and dont do suggestions!
23. predator93 (Posts: 122; Member since: 28 Aug 2012)
RIM sold more smartphones than Nokia, the list doesn't include asha or any other non smart phones. Nokia is still one of the best when it comes to feature phones.
31. Nicholas.Oliver (banned) (Posts: 16; Member since: 10 Nov 2012)
But rim is still behind android an apple isn't it ? don't compare RIM with nokia, please...nokia is the past, so is rim..today is android and apple, deal with it
38. Nicholas.Oliver (banned) (Posts: 16; Member since: 10 Nov 2012)
RIm is already dead so STFU and don't defend bb
42. pikaposukks2 (banned) (Posts: 3; Member since: 10 Nov 2012)
If you're a REAL bb fan, you should know that BB were doing their inventory clearance right now. and what would be more interesting is to see their Q4 2012 number and also Q1 2013 number, in which RIM would be out of number 10.
BB10, if they were real, will arrive in Q2 2013....
18. Stuntman (Posts: 836; Member since: 01 Aug 2011)
The only thing worse than bad publicity is no publicity. Even though this article is talking trash about RIM's CEO, at least people are talking about them. BB10 is RIM's last chance. In spite of BB10 not being available until next year, still more BB phones are shipped than Windows Phone. The real test will be when BB10 gets release and people get to try it out and use it. I haven't seen much to know how good it is. I know time is running out. This time around, it looks like RIM would rather release a more polished product late than an incomplete product on time.
20. pikapowerize (banned) (Posts: 1869; Member since: 03 May 2012)
its good alright! watch some hands on reviews on youtube about the dev alphas... especially the alpha b!
33. Nicholas.Oliver (banned) (Posts: 16; Member since: 10 Nov 2012)
BB can't do anything don't you get that ? you can't even write this comment with a blackberry ! it will show up an hourglass
just deal with the fact that bb is already dead, espescially for pikapowerize! she is such a fanboy !
48. chaoticrazor (Posts: 2347; Member since: 28 Aug 2012)
mate seriously you sad hater, you stalk the person above and comment the same crap over and over
your just like the fanboys, trying to push what you think onto everyone else. actually no your like a little kid crying for attention, all your comments are just to get a reaction from ''pikapowerize''
just tragic you are
55. pikapowerize (banned) (Posts: 1869; Member since: 03 May 2012)
i know right!! he stalk to all my comments!! how pathetic!!!
37. verty (Posts: 122; Member since: 07 May 2012)
Michael H does it again. I don't mean to call names but Mike you don't connect as objective rather you project as a bigot who hates all other platforms except apple. Truth is I tire of you daily. BB 10 is a platform to look forward to and support if only for the no of people on whoose table it puts food. In place of your negative rantings please give us GOOD NEWS
43. cheeseaddict (Posts: 49; Member since: 05 Sep 2012)
this article is somewhat biased.. PA don't compare a person to another person, sure all of them made a name from their different personalities, and im sure you guys as well won't like to be compared with gsmarena or the verge, etc.. all of us have it's own difference.. what i see that heins is the black horse of them all
45. cdgoin (Posts: 533; Member since: 28 Jul 2010)
What they need is a phone with the tradition QWERTY layout.. skipping that and just trying to be another rectangular 4" smartphone is a recipe for disaster, as it removes what make a BlackBerry a BlackBerry..
46. DerryAhmad (Posts: 278; Member since: 05 May 2012)
It seems that Michael wants RIM to use words like "magical" or "the most innovative" to explain their product? I've heard one particular company uses them.
And yeah.. It kinda works - marketing wise (although they're NOT true... at all).
50. pikaposukks2 (banned) (Posts: 3; Member since: 10 Nov 2012)
The problem with BB10 is THEY WERE LATE in the touch-optimize-OS area, and that's make the bet higher than before. For example, original iphone can't do MMS & not even 3G when 3G is considered cool, but it sell well. Because it has no competition.
Right now, android and iOS were very mature in their OS and their ecosystem, and RIM playing a big catch up.
From where I stand, I think RIM could not catch up iOS and android, why? because the 2-years delay show that's RIM need 2 years to release BB10. and by the time BB10 is released, it won't surpass android and iOS, it would be RIM just matching or surpassing some thing that RIM think essential, and will lost in lots of other area.... Google and apple won't sit around and do nothing... early 2013 that were not Q1 were the Q2 2013 will be another level of android and iOS maturity.
my point is, that german dude is spreading hype. BB10 might be cool, but it doesn't have any target market anymore.
* Security? Android and iOS is as secure as BB in term of email and instant messaging.
* instant messaging? What's app, Google talk is better than stup1d PIN system
* apps selection? android and iOS is better.
RIM will surely out of #10 in Q4 2012.
52. DerryAhmad (Posts: 278; Member since: 05 May 2012)
I think you're missing my point. I wasn't commenting about the BBOS. I merely commenting about the article wanting RIM's bos to use more buzz word.
In a sense, you're correct, but we haven't seen the BB10 final product yet.
I seems that you addressing problems that Thorton himself aware of.. hence avoiding using hyperbolic buzz word that Michael suggested in the article.
I know that using some marketing buzz word will create some excitement. But I rather made surprised (in a good way) than disappointed cause the final product will not deliver what's been said marketing-wise.
53. pikaposukks3 (banned) (Posts: 3; Member since: 10 Nov 2012)
If you read the title of this article it said
"RIM CEO needs more than....."
That's mean the author of the article say that RIM would not be success selling BB10 with only buzz word such as "magical", "innovative". in other words... BB10 is a hype!!!!!
Regarding .... "but we haven't seen the BB10 final product yet".... I don't think I really need to see the final product to reach such conclusion. If you know the RIM corporate culture compared to Google & Apple. You'll know that RIM would not be able to catch up Google and apple.... RIM is a dumbOS player who were surprised at how hard it is to make smartphoneOS.
Do you know why the original PlayBook doesn't have the calendar apps? because it doesn't have calender API. In Fact QNX, which become the BB10 doesn't have any good API at all. It only have SDK, and it's pretty RAW. It's a great OS, smooth, lightweight, but RAW.
Therefore, it's safe to assume, if two years ago they don't have calender API, how long it take for RIM to catch up with Google and Apple. Do you really think 2 year is enough?
49. InspectorGadget80 (unregistered)
The idiot CEO should of release it this year beacause that's the only way they would SELL LOTS OF BB 10 than waiting for 1qt to release when no one isn't buying anything. THIS GUY IS TAKING TOO DAMN long to release the new BB for BB FANS. HE SHOULD BE FIRED and never reward million of dollars of bonuses
51. pikaposukks3 (banned) (Posts: 3; Member since: 10 Nov 2012)
There's something that ordinary BB user like pikapowerize don't really know, or maybe know it but trying to hide.
BB10 device *IS* not ready for release yet, because the OS is NOT ready yet. If they release it now, RIM will be RIP.
This is also the reason that's if RIM release BB10 in Q1 2013 or Q2 2013 or Q3 2013 or any other time, BB10 *IS STILL NOT GOOD ENOUGH*
iOS and android have a 3-5 year of level of maturity, were as BB10 is just barely enough to be release. It will be full of bug, problem, missing feature, etc.
pikapowerize and around 2 million BB fans will buy it in the first 3 month, but after 3 month the sales will be down from negative review, and even pikapowerize will hate it after 6 month.
54. Lwazi_N (Posts: 205; Member since: 23 Jun 2011)
But Michael, Thorsten only doesn't mention your preferred buzzwords this interview around and it's a catastrophe? LOL!!!