New television ads for RIM's flagship BlackBerry Bold 9900
Of course, what good is a flagship model if you are not going to promote it? RIM has taken two ads that it used for different models and re-worked them for the Bold 9900. The first spot with DJ Diplo was originally used for the BlackBerry Torch and the other spot with the Night Bikes appeared for the BlackBerry Curve 9350/60/70. One major change is the tag line which is "Be Bold".
Will RIM be bold enough to fix the problems that made 2011 such a terrible year for the company? The problem is that as good as the BlackBerry Bold 9900 is, the phone is missing some features that Android and iOS users take for granted like a dual-core processor, front-facing camera and a well stocked online app store. The BlackBerry Bold 9900 would have been a huge hit about 18 months ago which bring us to the point that RIM remains a step and a half behind its competition.
Of course, all of this might change once RIM introduces the delayed BlackBerry 10 line of phones. This could be the Canadian manufacturer's last shot at closing the gap with iOS and Android in one quick move. Still, things got off to a poor start when RIM was sued for calling its new OS BBX which another company claims it was using. RIM changed the name of the new OS to BlackBerry 10. But before the ink was dry on that memo, RIM was sued by BBM Canada for using the BBM abbreviation for BlackBerry Messenger.
Can RIM ever catch a break? All we can do for now is watch these spots for the BlackBerry Bold 9900 with one eye firmly focused on the future.