RIM takes out the big guns; will attempt to “stomp the competition”
According to a leaked document that was pushed under the door of the guys from BerryReview, RIM is getting ready for “Operation: Disruptive Transformation”, and we can reassure you that this is not the name of an upcoming action-packed flick. Instead, this appears to be the title of a major operating plan, which if followed, might help transform RIM from the struggling maker of boring phones it appears to be now to the flourishing company it once was.
Stomping the competition is what the plan is all about, and a step to getting there would be changing RIM's image to a forward-thinking, consumer-friendly company, that is also percieved as “cool”, or whatever Mr. Lazaridis' understanding of that term is supposed to be. Creating “unique services, subscriptions and strategic partnerships” is another goal that RIM will likely be aiming for, yet we can only guess how that is going to work out beyond the scope of forward-looking statements. The “make it cool” theme seems to be predominant in the leaked document, which is rather surprising considering the fact that BlackBerry smartphones are perceived as devices tailored for company executives and not necessarily for skateboarders with sunglasses. Or could it all have something to do with that “transformation” thing we just mentioned?
Feel free to share your thoughts in the comments below and give your estimates on RIM succeeding in its alleged cunning plan.
1. jura21 (Posts: 30; Member since: 20 Jun 2011)
lets see what comes up...i was a BB and symbian fan before 2008....and then iOS and android came my way and we hooked up
2. protozeloz (Posts: 5289; Member since: 16 Sep 2010)
you cant stomp much on those who have already stomped on you......
3. ryq (unregistered)
action speaks louder than words.
4. snowgator (Posts: 3149; Member since: 19 Jan 2011)
When they say it is about giving consumers a rewarding experience, but on the same slide say it is not about a new OS or new product, don't you want to raise your hand and ask the teacher:
"Ummmm, what do you want to change, then? There really isn't much left...."
9. dionddc (Posts: 129; Member since: 19 Jul 2011)
I don't think you guys understand this from an mental point of view. It's about making BlackBerry an iconic brand, like the iPhone. Once consumers have the perception that anything BlackBerry is good - RIM will succeed.
You just didn't see the big picture, snowgator.
16. PhoneLuver (Posts: 460; Member since: 05 Jul 2010)
Apple changed the mobile game by creating a superior product. In many ways it as well as Android have earned every penny of fan adoration by creating superior products. (BETTER OS')
And then supplementing these superior products with superior services (APPS)
So, yes I like the new Blackberry devices. Will I drop my iPhone for a berry?
5. corymcnutt (Posts: 13; Member since: 01 Oct 2009)
Reading those screens almost makes you think they want to try...and then you get to the last one and they say, ..."It's not about a new OS, a new product, a new app...it's about creating an emotionally rewarding experience..." It is about a different (fast, smooth, browsing) OS, a new product (with up-to-date technology, larger screen, LTE, etc.) and the apps that consumers want on their smartphones. RIM is just rehashing a typical company "pep rally;" I still don't think Mike L "gets it!" I have been a BB user for the past 5 years, but next month I am jumping to the Bionic. Too little, too late.
7. dionddc (Posts: 129; Member since: 19 Jul 2011)
They're actually very smart in that statement. Why do consumers by the iPhone? Because they are positioned to believe it is the top device produced from that industry. That's what RIM wants BlackBerry to be. To get there, they need the fundamental features, including in the new OS etc. They looked not at where they need to go, but where they need to be. That's the difference. The statement was very, very smart.
8. Forum (unregistered)
Lol, stop the competition buy dumping money into a marketing campaign that transforms a phone into cool? This is nonsense.
How about making a superior product with a decent marketing campaign? We you have a superior product it makes the marketers job that much easier.
12. Forum (unregistered)
hey smart guy. apple provided cutting edge user experiences in their devices. no matter how cool something is, if it sucks, it sucks.
13. earl (unregistered)
but nowadays, the iphone is no longer cutting edge. it's the marketing that catapulted it to obnoxiousness. it made people believe they need it...even people that have no idea what a smartphone is. to me iOS is hardly amazing, but the MARKETING is what created the buzz around it...and the rest followed suit.
23. dandirk (Posts: 187; Member since: 04 Aug 2011)
Yes but Apple didn't build the "cool" image now or even with the iphone. It was an image they worked hard on from the ipod and up.
The first iphone was a TON different then what was out there. Completely touch screen, app store, good visual design to be inline with their "cool" marketing campaign. Completely designed for the consumer vs MS and BB which were designed for the business.
The fact that iphone or iOS may not (or may) be cutting edge anymore makes NO difference in marketing because they already created the BRAND... it could be argued they are just maintaining it.
25. AlphaGeek39 (Posts: 6; Member since: 04 Aug 2011)
The first Iphone did not have the appstore yet. It was, at that point, a feature phone that had a capacitive touchscreen and a slick U.I.(at the time). The marketing machine that is Apple is what pushed it to sell tons back then. Most in the industry did not even consider the 2007 Iphone a smartphone. Only after it added the appstore later on. It the beginning, it was essentially an Ipod touch that could make phone calls and take pictures.
30. dionddc (Posts: 129; Member since: 19 Jul 2011)
Forum, there are other user experiences out that are competitive as well. Marketing has played a big part in sales for Apple. If you honestly think it was quality alone, you're an idiot.
Clearly not a business minded person, what do you do? Maths C and physics?
31. Forum (unregistered)
clearly i never said, quality alone. if you read closely, superior products make marketing easier. i am saying if blackberry doesn't make their products better they don't have a chance. you can't put perfume on bulls**t. i've had a blackberry. it's slow, laggy, hardly intuitive. if they don't correct that, no matter how much of a cool campaign you try to run, there is no hope. and yes i am an engineer.
32. dionddc (Posts: 129; Member since: 19 Jul 2011)
Forum, you never said quality alone, but at the same time, you never listed any other reason either. Should I be forced to believe that you also omitted other reasons? No.
Here's the main problem: you're an engineer. You're not really meant to be in this discussion in the first place.
Sure, a superior product is easier to market - thanks for the stating the obvious. Stick to maths.
There are techniques to marketing which can make inferior products sell more than superior ones. As far as I'm concerned, Windows Phone is struggling to sell at the moment, yet it is as solid as iOS and as smooth. You could say iOS is better and that's why the OS is more popular in the smartphone market. But then here's the double-edged sword - why is Android a more popular OS? From what I've seen, unless you get a pure Google phone, and even then, Android seems to be slightly less responsive than the iPhone or Windows Phone.
How did Android become so popular? Because it was built on a proper strategy - on market penetration. It gave consumers choice - that doesn't come from engineers, it comes from marketing and ideas, to differentiate products.
Why is Nokia being seen as a critical part of Microsoft's Windows Phone ecosystem? Because they are a very well established brand, albeit, a sinking one, but still very powerful.
You could launch the iPhone 6 right now, but call it the Samsung Galaxy S III, and then launch the iPhone 5 - and I bet you the iPhone 5 would sell more. Why? Brand recognition - it's completely irrelevant of how superior a device is.
There's a difference between executing and promoting - learn it.
33. dionddc (Posts: 129; Member since: 19 Jul 2011)
And in case you haven't been keeping up with the news lately, BlackBerry OS 7 is pretty damn smooth. And QNX is very smooth as well. So what problem do they have to overcome again?
11. mannyfs (Posts: 63; Member since: 11 Feb 2011)
its not that hard, all they have to do is add a front(3mp) and back camera(10mp) (that works, please fire the whole team involved in the storms release) make it super fast so i dont see a moment of glitch because that is a dealbreaker for me, cloud back up, conectable to a pc.laptop, mac, so i can text and receive calls when im in my desk. more apps! make it more app friendly and make them apps free,, at least till you have us by the balls like all the other companies. BBM across all platforms so if my friend has another phone we can still bbm each other, chatroom bbm! that would be cool. 4g! is a must, battery life, otherwise dont even try. take your time just like apple does, thats why they are succesful, they go to their own rythm! I have faith in you rim! i like your phones, they just need to step up their game
15. Droid_X_Doug (Posts: 5163; Member since: 22 Dec 2010)
Too many 'requirements'. RIM/BB doesn't try to compete with the like of Android and iOS. Their business model is build it and the market will buy it. That is why their market share has tanked. This is just more of the same failed thought process. Look for more market share decline as customers leave RIM/BB for iOS and Android.
14. earl (unregistered)
But with the slides, it's only a half truth "the answer is in plain sight" the plain sight is that as of the CURRENT lineup against the competition, it is difficult to create an "emotionally, rewarding experience" with a device that I am detached from. The CURRENT line just can't hold a Torch (pun intended) to what consumers as a whole want right now; one of the major things being a fast experience. I work in the industry, and the only people that are emotionally attached to their BB (at least in our demographic) are those whose job requires one, or those that have only used BB and don't want to learn anything else. Apps, as well as overall user experience, are what your everyday consumer wants. The marketing campaign on the original Torch was a decent start, but we all know that phone is riddled with bugs. If they can make a device strong enough to keep up with what it wants to accomplish on a consumer level, without leaving its loyalists behind, it'll make a comeback. I would like to see RIM back in it (keep in mind, I am not a BB user at all). It keeps the game healthy... unlke lawsuits...
17. gallitoking (Posts: 4630; Member since: 17 May 2011)
damm love the boots... glad to see Moto not in the pile....
18. protozeloz (Posts: 5289; Member since: 16 Sep 2010)
LOL just noticed!!!! neither moto nor Samsung are "under the foot" does it has a deeper meaning?
19. GALAXY-S (Posts: 701; Member since: 07 Jun 2011)
i know im an android user now but RIM will always be a true smart phone and best for business in my book... emailing, IM , txt messaging are the best among smart phones.. battery was great i really loved my bb curves but the lack of size in the screen, browsing experience and apps just pushed me away..
20. PeterIfromsweden (Posts: 1230; Member since: 03 Aug 2011)
hmm, semms like Apple will prepare a lawsuit for RIM stomping on them...
21. nb2six (Posts: 298; Member since: 27 Apr 2011)
Apple will file an attempted stomping assult charge against RIM.
22. tunerdayz (unregistered)
maybe samsung is buying rim!!They are crushing the competitions except for Samsung and i guess motorola its not even in there game:)
24. luis_lopez_351 (Posts: 951; Member since: 18 Nov 2010)
"that is also percieved as “cool” WHat!?!?! apple is going to sue you if you brainwash people thinking their prodcut is cool. Be True and offer real smartphones with no gimmicks like Web Os or some Descent Androids.
26. cupcake (Posts: 106; Member since: 15 Apr 2010)
Bummer they have to sell out like that. Be 'cool' haha... They just need to up their technology!
27. alvicious (unregistered)
Hmmm how about you guys just make android phones and skin it like HTC does with Scense 3.0 looks like RIM on the outside has the droid appstore on the inside.
28. remixfa (Posts: 13901; Member since: 19 Dec 2008)
they wont be appealing to the "young cool kids" by having an executive shoe and pants squishing things. That screams "big brother" more than it screams "cool".
29. ivanprskalo (Posts: 102; Member since: 09 Dec 2010)
I think Motorola logo is missing from picture in article. :D