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RIM CEO admits they are "actively investigating" licensing out BB10

Posted: , posted by Scott H.

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RIM CEO admits they are
In a press meeting at BlackBerry World, Research in Motion CEO Thorsten Heins shed some light where RIM is at when it comes to licensing out BB10, and what such a move might look like. Perhaps most importantly, Heins confirmed months of rumors by admitting that they are “actively investigating” their options, apparently soliciting outside advice on how to best go about it.

Heins also seems to understand that the main challenge to successful licensing is to make sure that people actually want a BB10 handset. He indicated that working with his teams to prove BB10 is the most important thing they can do, and we wholeheartedly agree with Mr. Heins on that evaluation: ship a product that is really desirable and the licensing will come.

Heins also hinted at what direction they are looking to take with licensing – he specifically said that they were not yet committed to licensing the platform out to direct competitors such as Samsung. He also discussed the need to figure out how they would partition the OS into market segments. Hein specifically addressed the low-end market, saying:

Blackberry 10 is a high-end performing mobile computing platform. There's certain elements in such a platform that define your cost position. We need to work on this and it goes back to the question that we had before, where is the right entry point for licensing partnerships?

This is a fascinating and nuanced take on the situation; it would seem that RIM wants to make the high end (and more profitable) handsets under the BlackBerry name, and is considering licensing out a stripped-down version for low-cost handsets. Given the importance that customers in developing markets place on messaging, it’s not hard to imagine the ZTEs of the world being willing to make an inexpensive BB10 phone for those markets.

It appears to us that Thorsten Heins may have a better grip on RIM’s predicament than many pundits believe. His intent to focus on making BB10 a winning product above all is undoubtedly the correct choice, and the tiered licensing plan they are investigating could carve out an important niche for them in value-centered smartphone sales while they concentrate on a smaller number of hero devices for the high end.

It’s very late in the game for RIM, but strong execution would give them a decent chance. And ultimately that’s what this will really come down to: Can they deliver a winning product this fall?

source: The Verge

  • Options

posted on 02 May 2012, 14:22

1. Dameon (Posts: 32; Member since: 06 Mar 2012)

if they could get some good hardware and bb10 is a good os it may pique my interest

posted on 02 May 2012, 14:31

2. parkwaydr (Posts: 572; Member since: 07 Sep 2011)

this is gonna be very interesting

posted on 02 May 2012, 14:34 1

3. dcgore (Posts: 232; Member since: 24 Feb 2012)

They should let bbm be on iOS and Android and maybe charge a monthly fee for it. RIM would get revenue from that and also would get people to try blackberry.

posted on 02 May 2012, 14:57

4. MorePhonesThanNeeded (Posts: 645; Member since: 23 Oct 2011)

"Heins also hinted at what direction they are looking to take with licensing – he specifically said that they were not yet committed to licensing the platform out to direct competitors such as Samsung. " Funny statement, but there is now way RIM is in direct competition with Samsung, more around the likes of the low tier Android manufacturers like ZTE and Kyocera, Samsung, they wished it was so. RIM is still wasting time, first their next handset running on BB OS 10 won't be here until October...RIM continuing to let their market share slip away with nothing but lackluster offerings and hesitant decisions. Good luck guys, you and Nokia are both looking like your futures aren't terribly bright.

posted on 03 May 2012, 19:48

8. lsutigers (Posts: 821; Member since: 08 Mar 2009)

I sort of agree with you, timing is everything. We have been hearing about BB10 for years now, how much longer is it going to take???

All while others eat your lunch...

It's frustrating because I really like what I have seen of BB10 so far and I own a Playbook which is a fine piece of hardware with an excellent OS / web browser, but, like Phullofphil below says, its all about the apps to bring added functionality to the device.

posted on 02 May 2012, 17:58

5. Phullofphil (Posts: 807; Member since: 10 Feb 2009)

I don't see people buying this OS considering android is free and has way more support. Android is not even a cash cow for google it makes decent mony for them but not like there search engine and other stuff. To see this OS being one of RIMs only recources is just a failure waiting to happen. Selling ther OS on ther hardware is there best shot. Windows phone is passing them by fast. It's all about the quality apps right now. In the future when app quality is looked on more than quanity than the ecosystem will change again. Wich I believe is starting

posted on 03 May 2012, 11:45

7. Goldeneye (Posts: 419; Member since: 22 Jan 2011)

Android is not completely free, remember most of android manufacturers have to pay licencing fees to Microsoft, just ask Samsung and HTC to name a few.

posted on 02 May 2012, 19:39 1

6. grif_ (Posts: 61; Member since: 28 Apr 2012)

there always has to be atleast 1 hater that comments. smh.
I personally think RIM can make a comeback.
I don't want a market with only 2 choices, ios or android.
bring on wp8, bb10 and tizan. give ppl more choices.

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