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RIM CEO thinks the company has a "clear shot at being number 3"

Posted: , by Michael H.

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RIM CEO thinks the company has a
Analysts and users may not totally agree, but at least the head of RIM has a positive outlook on what the future holds for the BlackBerry platform. In fact, Thorsten Heins believes that RIM can be successful enough to be number three in the market. Although, Heins sort of undercut his own optimism in the same statement. At the BlackBerry Jam Americas conference, Heins said:
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 BlackBerry.

The statement was a good shot at bravado, but the problem is: What exactly does "we are BlackBerry" even mean anymore? 

Yes, for a while there, BlackBerry was a name synonymous with pretty positive adjectives like "secure", "productive", "innovative", "smart", and "quality". Unfortunately, those days are at least four years in the past. These days, you're far more likely to hear the adjectives "stagnant", "behind", "boring", and "dying". Sure, BlackBerry still has the "secure" part hanging around, but the name doesn't exactly have the best connotations right now. 

RIM is trying hard to get back that old magic, and as we saw with the BlackBerry 10 beta 3 preview, the company does have a pretty solid base platform to work from. It's hard to say that RIM has an advantage over Microsoft in this race, because Microsoft has deep, deep pockets, and is looking to leverage its PC dominance into the mobile market, but RIM may have a better shot than we've been thinking. 

Overall, we like what Heins has been showing. The product looks interesting, and Heins has shown that he understands what he's up against saying, "you climb a mountain step by step." And, Heins is looking to really build a platform, not just a good smartphone to lead back into the market. 

source: The Verge

34 Comments
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posted on 25 Sep 2012, 19:16 4

1. wendygarett (unregistered)


Optimistic much...
Unless Apple fall, otherwise it take long way to go...

posted on 25 Sep 2012, 19:17

2. neutralguy (Posts: 1152; Member since: 30 Apr 2012)


*soon*

-bb

posted on 25 Sep 2012, 19:29 8

5. wendygarett (unregistered)


Meh, blackberry still awesome tho :)

posted on 25 Sep 2012, 19:49 4

10. pikapowerize (banned) (Posts: 1869; Member since: 03 May 2012)


really awesome! :)

and competition is amazing!!!

coz duopoly is crap!

posted on 25 Sep 2012, 20:01 2

17. Apple. (banned) (Posts: 23; Member since: 25 Sep 2012)


Much better than Windows.

posted on 25 Sep 2012, 22:41 3

24. Ruckus (Posts: 276; Member since: 20 Oct 2011)


Your statement makes me regret defending the ifans against the Fandroids. Windows will crush blackberry and possibly ios someday.

The only thing Rim can hope for is a buyout or start producing Android/Windows Phone models.

posted on 25 Sep 2012, 23:14

28. Droid_X_Doug (Posts: 5771; Member since: 22 Dec 2010)


Buyout ain't a happening. They already tried that option. No one was interested in paying the price they were demanding.

posted on 26 Sep 2012, 00:55 2

29. kartik4u98 (Posts: 511; Member since: 19 May 2012)


Windows will definitely crush Apple..

posted on 25 Sep 2012, 19:31 2

6. Synack (Posts: 666; Member since: 05 Jul 2011)


What a moron. If you're trying to settle for #3, you're doing it wrong.

posted on 25 Sep 2012, 19:38 2

8. ayephoner (Posts: 837; Member since: 09 Jun 2009)


he should be settling for #4.

no way they find the top 3 in the next 5 years. by then it will probably be too late.

posted on 25 Sep 2012, 20:00 1

14. Apple. (banned) (Posts: 23; Member since: 25 Sep 2012)


More like number 5.

posted on 25 Sep 2012, 20:18 2

19. pikapowerize (banned) (Posts: 1869; Member since: 03 May 2012)


its never too late ayephoner! and i believe in that!

posted on 25 Sep 2012, 22:53 1

26. No_Nonsense (Posts: 826; Member since: 17 Aug 2012)


He should have said #1, but then that'd make it wishful thinking and seem too optimistic. Everything comes in parts my friend, parts. RIM, MeeGo(Jolla) and WP will have to have a fan base of the same magnitude as that of iOS/Android so that people endorse these platforms.

posted on 25 Sep 2012, 23:12

27. Droid_X_Doug (Posts: 5771; Member since: 22 Dec 2010)


Nothing like dialing down expectations - "a clear shot at being number 3..." Of course MS has a different take on that.

posted on 25 Sep 2012, 19:18 5

3. pikapowerize (banned) (Posts: 1869; Member since: 03 May 2012)


i dont really think they will be 3rd but 4th maybe!coz MS has loads of money! more platform the merrier! iOS, Android, Windows Phone and BlackBerry!!!

really amazing!!!

haters gonna hate but competition is really amazing!

posted on 25 Sep 2012, 20:05 1

18. Apple. (banned) (Posts: 23; Member since: 25 Sep 2012)


iOs and Android the best.

posted on 25 Sep 2012, 19:21 4

4. Android4u (Posts: 456; Member since: 16 Aug 2012)


If I were ceo of blackberry, I would be saying we have a chance at number 1 (knowing they won't) I mean why settle for less? Your main mission should be trying to capture the number 1 spot. This sorta says that they accept defeat! Like nelly said lol I am number 1, two is not a winner and three nobody remembers!!

posted on 25 Sep 2012, 19:33 1

7. pikapowerize (banned) (Posts: 1869; Member since: 03 May 2012)


agreee.... that's what they said before.. i really dont jnow why he said about 3rd now!!! before they are saying always #1

posted on 25 Sep 2012, 20:29 2

20. phil2n (Posts: 466; Member since: 30 Apr 2012)


hes lame dreaming for 3

posted on 25 Sep 2012, 19:45 4

9. Mobile_CTO (Posts: 4; Member since: 25 Sep 2012)


Well, considering Windows Phone 8 is way better than BB10, AND has a little momentum/excitement/freshness going for it, how exactly does he think BB is going to be #3? Delusional fantasy?

For the record, I said it THREE years ago that Blackberry, while it still had brand prestige left, should adopt Android and then customize it with features unique to Blackberry. THEY STILL HAVEN'T DONE IT. Is this some kind of motto like "RIM, because pride is worth more than shareholder value"... ? It's almost too late, Blackberry. You need to IMMEDIATELY endeavor to create the best possible Android phones out there and figure out what kind of extra super special features they will have that make them better than other device makers.

Outdo people with some creative innovation and unique features. And realize that the commitment to the enterprise is exactly what's made BB stale and boring, to the point where the enterprise itself WISHES it could dump you (but wait... it can! Especially since WP8 is going to aim straight for the heart of the enterprise.)

First, they need a brand re-invention. Admit what they did wrong, humbly, in their ads, and then go bold and say they're after a whole new goal. A super ambitious one. One that rocks. The NEW Blackberry... with NFC software that automatically ports files to the phone like a thumb drive... With superior Cloud services. With a commitment to be the FIRST device that gets Android updates, and a promise of aspiring to have the first updates for FOUR years. With superior resolution. With the ability to send and receive text messages right from your computer, when your phone is nearby.

Do I really need to say, that having less features in a less appealing package with less innovation IS THE REASON BLACKBERRY IS FAILING? So is this really so shocking, that they should use their huge cash reserves to aim for radical superiority in certain types of features and benefits, and a re-invention of the brand? I say the ENTIRE upper and mid-level management needs to get gutted, and they need to go head-hunting for:

1. Radically ambitious revolutionary innovative visionary types.

2. Industrial design-aesthetic types (like Ive at Apple) ... easy to recruit from Denmark, Sweden, Italy, Germany, etc.

3. Techie/feature power user innovator types whose motto is: Slam dunk at outdoing the competition... as in... if you've got the best Android, do you think you'll get a nice marketshare of the top selling phone? Maybe? DUH!

OR, let's see... play catch up with a stale platform and a dying stale brand image, continuing to do too little too late and pretending the car isn't in neutral rolling down a hill toward a cliff.

posted on 25 Sep 2012, 20:01 4

15. PapaSmurf (limited) (Posts: 8300; Member since: 14 May 2012)


You can't really say WP8 is better than BB10 when BB10 really hasn't been leaked...

posted on 25 Sep 2012, 19:55 1

11. BREvenson (Posts: 206; Member since: 17 May 2012)


A shot at being #3? Yeah, I would believe that RIM has a shot. A "clear shot"? Nope. If anything, they have a long shot. They've lost a lot of ground over the last two years and it's going to take more than just a few new models and a positive outlook to turn it all around.

Given the constant advancement of technology and overall design of these newer phones, the Blackberry does seem dated, though not by much. Phones like the Torch 9810 and later iterations of the Curve and Bold aren't too appealing compared to sleek and slim devices like the Droid RAZR, the One X and the GS III. Despite its decent popularity amongst the professional crowd, the Blackberry struggles when it comes to the average smartphone consumer.

I do see them gaining momentum, but I doubt it will be enough to get anywhere close to Motorola, LG and HTC. They've got a lot of work to do.

posted on 25 Sep 2012, 19:57 1

12. speckledapple (Posts: 879; Member since: 29 Sep 2011)


I think he is right to a point. My prediction is that it will end up being Android, Windows Phone, iOS, and BB10 as strong competitors in the future. All four will be battling tooth and nail for consumers while bringing consumers a nice wave of sentiment at the increased competition which is only two OS based now. Personally, I can't wait till the game is like that and people really have to choose between 4 operating systems.

posted on 25 Sep 2012, 19:58

13. caseball2051 (Posts: 31; Member since: 09 Feb 2012)


I can just see the motivational speaker at the latest RIM monthly meeting...

"Go get em guys. Third place is ours!"

Who even says that s**t. How can you run a large corporation and have that attitude. How about, "Well were lagging behind buy were announcing alot of great tech in the coming months. Hopefully it will bring us to the highest level in the mobile industry."

I know theyre being realistic but cmon man.

posted on 25 Sep 2012, 20:01 2

16. flexile (Posts: 71; Member since: 03 Jun 2012)


If Nokia wouldn't have opted for WP, probably, but since WP has starting to grow after Lumia phones, not even a chance.

posted on 25 Sep 2012, 21:13

21. tigermcm (Posts: 718; Member since: 02 Sep 2009)


I believe we need to work on the outages that kep happening for blackberry

posted on 25 Sep 2012, 21:44

22. jcpwn2004 (Posts: 314; Member since: 18 Jan 2012)


These days, you're far more likely to hear the adjectives "stagnant", "behind", "boring", and "dying".

Besides dying, these are the adjectives I use to describe the last 2 iphones

posted on 25 Sep 2012, 22:13

23. Aeires (unregistered)


Actually sounds reasonable when you factor in how many BB users there are at the moment, and account for how much market share Android and iOS have combined. The rest is so small, third isn't that far of a stretch.

On a personal note, I hope BB10 rocks. RIM has brought too many good things to the mobile world, it would be sad if they closed shop.

posted on 25 Sep 2012, 22:48

25. Ruckus (Posts: 276; Member since: 20 Oct 2011)


I think Blackberry would be much more appealing using Android/Windows OS. Blackberry is old and outdated, but imagine Blackberry phones using Android/Windows with all of the security, business, and messaging features.

Our store has sold just 1 Blackberry in the past 3 months. I realize they are holding onto BB10, but I don't think the masses will go for it.

posted on 26 Sep 2012, 01:07

30. yajia1 (Posts: 107; Member since: 22 Aug 2012)


And when he said #1, people are gonna say, "dream on! Android and iOS are there!" Mission isn't the same with vision. And definitely different from wishful thinking! Respect the dude for accepting and living in the real world 2012 is.

posted on 26 Sep 2012, 01:51

31. emdot82 (Posts: 14; Member since: 30 Aug 2012)


BlackBerry need to realize that they phones don't really appeal to ppl anymore

posted on 26 Sep 2012, 02:46

32. pikapowerize (banned) (Posts: 1869; Member since: 03 May 2012)


dont forget that BlackBerry has a solid fanbase!!

just compare the official twitter account of nokia and blackberry! BB has 1M followers while nokia only have 300,000+

posted on 26 Sep 2012, 14:24 1

33. downphoenix (Posts: 2324; Member since: 19 Jun 2010)


I like BB10s interface better than WP7. And the market as a whole didnt like WP7s interface, the sales figures show that WP7 is STILL behind blackberry, with it being "outdated". If WP8 doesnt make a miracle out of it and sells strong out the gate, BB not only has a good chance of being "#3" but a much better chance than Microsoft stands.

posted on 26 Sep 2012, 22:07

34. pikapowerize (banned) (Posts: 1869; Member since: 03 May 2012)


agree but microsoft wanted to differentiate itself, they change from winMo that uses icons to WP that uses tiles..they want to be unique..they want to be different from the competition!!

BB10 isnt outdated!! very advance and very promising!

the only problem now is how will RIM market the upcoming BB10 device?

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