NewsCard Week 3 - 13 Nov 2012
Blackberry boss - don't
underestimate us
Everyone knows Blackberry. First released as an e-mail pager
by Research In Motion (RIM) in 1999, the 200 millionth Blackberry smartphone
was shipped in 2012.
Thorsten Heins, recently-installed CEO of RIM, tells us
about the manufacturing changes and restructuring initiatives at Blackberry.
Last week, the New York Times suggested Blackberry owners
were ashamed of their devices. In the city where the Blackberry was once such a
status symbol, this was quite an aspersion. Mr Heins, however, dismissed the
article citing 80 million satisfied Blackberry users worldwide. Furthermore, he
sees huge growth and commitment outside the United States. The problem is,
though, seemingly no growth or commitment within the US with figures in the
smartphone market falling this year.
The Blackberry brand is still respected across the
developing world but not so much now in Europe and the US. The Blackberry 10,
however, may be about to change this.
As Mr Heins demonstrates, Blackberry 10’s Flow allows the
user to move between apps such as e-mail or social network sites without
returning to a home screen. The major selling point, though, is the Blackberry
10’s touchscreen. The down point, though, must be the availability of the
touchscreen Blackberry 10 – not until early next year! Meanwhile, everyone else
is choosing Android or Apple phones.Mr Heins remains unconcerned, pointing out Blackberry 10 is not just another update but a whole new mobile computing platform to regain RIM’s US market share.
Summarised by Patcharaporn Boonkerd ID 5519505
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