What is Making RIM Going on? 80 Million People!

By Thea Neuman (Google)

CNET interviewed RIM’s CEO and President Thorsten Heins, and during this interview he revealed that Blackberry models are very much on their way and no matter how many people point fingers towards the delaying decision of BB 10, this strategic decision is ultimately going to work in favor of RIM. He divulged that Blackberry 10 models’ release date is around first quarter of 2013, and it will provide further benefits to the company.

RIM has been going through a difficult phase from quite some time, but from the last 6 months, the vicious circle of problems has just turned RIM’s world upside down. The company witnessed many unexpected things like poor fiscal quarter performance, 9-year low stock performance, and bidding farewell to 5000 employees. But amidst all this turbulence, a recent patent infringement law suit left a serious blot on RIM’s reputation. This is really ironic that on one side, RIM is doing its best to save its precious reputation and on another side, it has to shell out whopping $147 million to Mformation Technologies.

In spite of a bleak situation, Heins is full of hopes because he has a huge support of 80 million subscribers. He also mentioned that RIM’s security services and accessible international data network is what puts RIM on a leading edge. He stated that it’s a wide array of services offering that basically works as a USP for RIM since other mobile players in the market don’t have so many services to offer. This is the biggest aspect which makes RIM stand apart from the rest of the crowd.

Heins has never tried to shy away from reality and unlike earlier RIM’s co-CEO’s, he has in fact revealed few home truths as well. This time also, Heins mentioned that entire Blackberry 10 developer team is working round the clock, knowing the fact that everything is riding on upcoming Blackberry 10.

On being asked how exactly delaying BB 10 models would be an advantage instead of drawback, Heins said a mouthful and divulged the reasons behind this decision. According to him, BB 10 models will be able to get better promotion due to lack of competition in contrary to busy holiday season around Christmas, where many key cell-phone players are rolling out their new devices.

Heins further stated that he is confident about the manner in which carriers would embrace RIM’s next-gen dynamic above par blackberry models.

He also said in a statement firmly that RIM would not ditch its preliminary touch-screen display. Even if RIM opts for virtual keyboard, its former physical keyboard is going to remain there for loyal fans of this version.

He also mentioned that RIM will soon commence working on making worldwide consumers more aware about Blackberry 10 platform. However, he refused to give in-depth details regarding RIM’s marketing strategies for BB10.

On being asked about his take on upcoming Microsoft Windows 8 phone, he diplomatically said that he considers Microsoft as a strong competitor and hence will make sure that new Blackberry devices enter the market with enough preparations. He also made this point extremely clear that RIM doesn’t believe in following crowd and it will prefer to stick with originality rather than opting for Android or other me-too products, available in the market.

Well, Heins bared his heart in this interview, and no matter how bleak the situation is appearing for RIM, there are no qualms that RIM might soon get back to its old sound growth track.