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New RIM CEO will be 'more consumer oriented,' expand BB10

updated 08:55 am EST, Mon January 23, 2012

RIM CEO explains strategy in conference call

RIM's newly appointed CEO Thorsten Heins during a conference call discussing his new position made clear there would be a shift in strategy early on. Expanding on hints from earlier, he said the company would be "closer to our consumer bases" than its still primarily enterprise-focused strategy. More of the attention would be in the US, an area that has been a weak point as Android and the iPhone have taken over.

The company would also be "more marketing driven," Heins said. As part of this, RIM would be hiring a new chief marketing officer. RIM's now former co-CEO Jim Balsillie had taken over the position after Keith Pardy left, leading many to see RIM's marketing as distracted and too focused on technical features over the experience.

He added that BlackBerry 10 gave a lot of potential beyond just smartphones and tablets. Pointing to how QNX can scale, the new CEO explained that BB10 could "really go vertical" and pick the segments it wanted to involve itself with.

Licensing the OS wouldn't necessarily happen. Heins would be willing to "entertain those discussions" once BB10 was available, but that wasn't his focus, he clarified. He would primarily focus on improving the vertically integrated platform of hardware, services, and software. Among the improvements would be a higher emphasis on getting prototypes ready, reducing churn in development programs, and generating "way better" execution.

While analysts from Sterne Agee and other investment groups are cautious about Heins, he's generally credited with some of the improvements in the past year. He started taking on product and sales roles about 10 months ago and has seen the company cut down the time it takes to ship a phone. The Bold 9900 is considered a strong showing for RIM and helped it see at least a brief rebound in sales late into 2011.

by MacNN Staff



  1. Foe Hammer

    Joined: Dec 1969


    I Was Hoping RIM Would At Least ...

    ... find someone who looked a lot more like Bill Gates.

  1. Jubeikiwagami

    Joined: Dec 1969


    More like

    We're just going to copy Apple.

  1. ElectroTech

    Joined: Dec 1969


    Helm, 20 degrees to starboard

    So says the new captain as the Titanic's deck is awash in the see.

  1. Fonejacker

    Joined: Dec 1969


    Dead, deceased, no longer living

    Dead company walking, mind out of the way. RIP RIM, you were once a good company, nothing lasts for ever. Now when does the iPhone 5 come out again? Credit card waiting to be used.

  1. facebook_Min

    Via Facebook

    Joined: Jan 2012


    not co-CEO, some of their VPs and VPs' "expert" de

    Don't blame CEO, they want RIM win.

    RIM has strange culture and self distruct political environment.

    In RIM if a new hired person figure out major problem and introduce efficient approach, both manager and his buddy group member will proof their wrong approach works. just like someone point out driving a car is right way, pushing a car is wrong way, then both manager and his buddy group member will hate you, and proof that 3 person can also move the car by pushing it. cheating email will be sent to some vice president, saying like: see, the car moving, pushing a car is a natural part of the process, in order to deny new hired contribution of introducing skill of drive a car, they have to deny merit of driving a car.

    It is very strange company culture and strange company political environment, it promote stealing and cheating skill. RIM's management may be a typical instance in MBA course.

    This culture deny or steal hardworking team members' contribution/innovation, generate strange political environment, destroy RIM.

    So don't blame CEO, some of their VPs and VPs' expert generate terrible culture and self destruct political environment.

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