RIM CEO Heins: One minute sales pitch is all that is needed to snag BlackBerry 10 buyers

RIM CEO Heins: One minute sales pitch is all that is needed to snag BlackBerry 10 buyers
Now that a date has been given for the launch of BlackBerry 10, it is up to CEO Thorsten Heins to sell the last chance BlackBerry has to the public via the media. With this in mind, the boyish looking CEO paid a visit to the New York Times. Discussing RIM's all or nothing bet on BlackBerry 10, he says that he doesn't expect "things to get much worse,"  which could be a relief for long-suffering BlackBerry fans and RIM stockholders. As expected, there is nothing different in the hardware other than the lack of a home button and the inclusion of an LED light that alerts you to notifications. There will also be a model with a physical QWERTY.

Discussing the lack of a home button on the BlackBerry 10 handsets, Heins points out that Android and iOS devices need the button because users need to switch to different apps when performing different tasks. BlackBerry 10 consolidates part of the information that separate apps carry on other operating systems. For example, BlackBerry 10's messaging center can display emails, Facebook updates, LinkedIn messages, texts and tweets. This allows BB10 users to reply to a Facebook post with a quick thumb click, without opening the Facebook app. Additionally, going through one's contacts can show off recent email sent by that person along with news about the contact's company.

While it might sound complicated to some, Heins says that the whole OS can be explained with a sales pitch of less than a minute. Also at the meeting with the Times was RIM’s chief marketing officer, Frank Boulben, who made it clear that RIM is counting on getting business from Corporate IT departments like in the old days. Bouldben said that only half of companies are allowing employees to select their own smartphone models. Bouldben also sees the trend toward returning to the old days when corporate IT departments decided on which phones a company would offer to employees. He sees this happening as a way for companies to save money on tech support costs. And whether or not RIM's CMO is just not being honest with himself, it is apparent that RIM once again is counting on corporate business.

To allow employees of a company to use the same smartphone for work and play, BlackBerry 10 will allow companies to separate personal apps and content from the company's information. This way, if some one quits or is fired, the corporate content can be wiped leaving personal pictures, contacts, etc. Heins predicts that in three to five years, no one will carry laptops as all the computing power needed will be on a smartphone, preferably a BlackBerry.

source: NewYorkTimes



1. jaytai0106

Posts: 1888; Member since: Mar 30, 2011

Not saying BB 10 isn't going to be a great platform... But please stop talking big when you are a failing company, RIM. I used to love my BB so much... but you have done me wrong...

2. TheLibertine

Posts: 484; Member since: Jan 15, 2012

Well, that is marketing and how it works. What do you expect? A CEO telling the world "Well, yeah, our last shot is gonna be mediocre..."?

8. Aeires unregistered

60 seconds is considered long for a TV commercial, what he says about 1 minute sales pitch isn't that far off.

20. PhenomFaz

Posts: 1236; Member since: Sep 26, 2012

Heins is being plan stupid...and CEOs today are sterotypes for stupid :) I wish BB10 all the best but this smart a$$ guy better put his money where his mouth is...ONE MINUTE sales pitch...are you kidding me? Looks like RIM hasnt learned anything from Samsung who leveraged the power of marketing along with great devices to become number one in sales surpassing all! As Donald Trump says, "You may have the best product in the world, but nobody's going to buy it if you dont talk about it!" RIM nneds to release this fast and then needs to market the heck out of this!

31. slaggyb

Posts: 218; Member since: Oct 19, 2011

What do you mean stop talking big? Last time one of iphonearena staff wrote an article judging heins that he's not shaw of BB10.

3. hobble

Posts: 130; Member since: Oct 11, 2011

So.... They are trying to remake the mobile windows os with all the social integration?

4. Troysyx

Posts: 181; Member since: Jul 30, 2012

Listening to the CEO of Rim is like listening to a guy telling me i shouldn't watch blu ray because he is bringing back VHS...

6. Topcat488

Posts: 1416; Member since: Sep 29, 2012

I think he knows and hit the nail on the head with this statement: "Heins predicts that in three to five years, no one will carry laptops as all the computing power needed will be on a smartphone, preferably a BlackBerry". The only problem is, Samsung is the King of smartphones "Note"... But Second place is still up for grabs... Go BB.

9. Troysyx

Posts: 181; Member since: Jul 30, 2012

I definitely dont disagree. But with Android, IOS, And WP, blackberry is definitely going to be at the bottom of the barrel. I have seriously never met anyone that actually enjoyed using a black berry (myself included, i hated my old blackberry).

11. spideyhead256

Posts: 148; Member since: Nov 05, 2012

but there certainly are alot of people who use mobiles for the sake of using mobiles.and in my country [india] people would sell their amazing mobiles like the s3 and one x to buy a bb.seriously.just cause they can't operate the damn thing.and it's a status symbol like if you have a blackberry you have the best phone in the world or something.expensive crap overhyped because of BBM IMHO.butthurts welcome.

12. Goldeneye

Posts: 419; Member since: Jan 22, 2011

Wow blackberry a status symbol?, you guys must be living in a land where time stopped, anyway Indian customers won't be enough to save RIM.

14. spideyhead256

Posts: 148; Member since: Nov 05, 2012

Nope time hasn't stopped..androids sell like hot cakes here :P but still BB is pretty popular brand even now.especially in the general crowd which doesn't prefer to delve into their mobiles or just plain BBM.

16. spideyhead256

Posts: 148; Member since: Nov 05, 2012

*a pretty popular brand

23. predator93

Posts: 122; Member since: Aug 28, 2012

The number of people doing that is very less and the same applies for apple too. But majority of the people who buy blackberry don't buy it for status and have some valid reason.

27. spideyhead256

Posts: 148; Member since: Nov 05, 2012

well i've seen different.but i never said that may be the only case.this world has 6 billion people :P everybody has their reasons to.

30. kapoorsunny

Posts: 19; Member since: Oct 10, 2012

I would disagree on the point that people cannot operate on High end phones like S3 therefore they buy blackberry in India. First: I am from India. Second: I have used most of the expensive high end phone (changes mobile every 6 months). I used to have S3, I sold it and bought bb 9810, not that I cannot operate it or Andriod is complex for me. I sold it coz blackberry makes me more productive and it do its job the best (email, BBM) and not to mention the joy of typing on qwerty. And to be honest Blackberry is addictive .

32. slaggyb

Posts: 218; Member since: Oct 19, 2011

+2 for you. Sincerely speaking I have used the Sii and The Siii and @ the end of the day it becomes boring I had to sell them out on amazon. I still prefer my bold 9900 I just can't do without this phone. It makes my work and business so easy for me. PSA I pre-ordered the nexus 4 from the play store before googles site began messing up just to try out the phone and sell it out again...

18. tango_charlie

Posts: 347; Member since: Nov 16, 2011

@Troysyx Made my day!

5. mydi.maus unregistered

black-buried..; {

7. downphoenix

Posts: 3165; Member since: Jun 19, 2010

Heins does talk big, but you can't expect him not to. And he has great initiative unless the bozo duo that was previously running the company. He seems to be genuinely interesting in not just playing catch up to android and ios but to be an innovator.

10. jibraihimi

Posts: 815; Member since: Nov 29, 2011

Mr Heins, it take only 1 second sales pitch to snag Apple iFans to buy next version of iPhone/ipad/iPod/iMac, and it takes 30 seconds sales pitch to snag Sammy fans to buy their next......

13. shamataa

Posts: 257; Member since: Dec 07, 2011

RIM is going to die. THE CEO can cross his finger all he wants but that is not going to save him for next year. ITS too late. I suggest make it open to be a better option.

15. XPERIA-KNIGHT unregistered

Really harsh and evil words...........thank God its not up to you whether they succeed or not .....right?

17. chaoticrazor

Posts: 2347; Member since: Aug 28, 2012

really is it, so you must have a time machine or can you see into the future? tell me in the future do you ever come up with a unbiased non-hating comment?

19. snowgator

Posts: 3621; Member since: Jan 19, 2011

I am in the minority on the BB10 launch. I think after the holidays is the best chance for RIM to get the attention they must have to launch this correctly. Not only is the iPhone 5 hitting it's stride, but WP 8 and Windows 8 have recieved pretty good reviews and a ton of PR. The Note 2, Droid DNA, and HTC flagship offerings are all in the news and on the air. RIM would have been lost in the shuffle, in my opinion. The best chance for BB10 is the turn of the year, more then a few press events, a ton of excited CrackBerry enthusists posting good things, and a strong adds that build some curiosity. Best chance for them. Last chance for them.

22. Ghostrider30 unregistered

Thank you "snowgator". I think you called it right.

21. Joshing4fun

Posts: 1246; Member since: Aug 13, 2010

I'm predicting that this will be another "storm" type phone. Just not fully there...

26. lolwoot

Posts: 27; Member since: Jun 01, 2011

uhuh, just hope that `storm' doesn't turn into just a 'passing gas', that would be nasty O.o

24. corporateJP

Posts: 2458; Member since: Nov 28, 2009

I feel bad for these guys.. just rose-colored glasses. For choice's sake, I pray that BB10 is solid.

25. MC1123

Posts: 1256; Member since: Nov 12, 2012

i want BlackBerry full touch screen and QWERTY on my hands right now!!! i love BlackBerry! :) and i wish the update for PlayBook to BB10 will come early too! :)

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