Feeds

RIM to exit the consumer phone market

Push to be pulled from the High Street

Choosing a cloud hosting partner with confidence

Having persuaded many a teenager to adopt the BlackBerry, RIM last night gave them the finger - metaphorically - and announced it was focusing on big businesses instead, an action spurred by its lousy quarterly results.

Some say RIM did poorly in the consumer market, but it certainly built up a strong customer base among younger customers, more keen on messaging than talking.

Where RIM failed, it was in the top-end of the consumer market. Here, yes, it was unable to compete with the brightly lit, well-marketed iPhone and the many Android touchscreen devices being promoted by network operators.

Winning over teens is all very well, but they're far less lucrative than the kind of folk adopting Apple and Android phones, a generally much better off lot.

Tightening RIM's focus on corporates shows that the company accepts its failure to take on Apple and co., but as more big firms allow employees to use their own handsets these days - they're the very folk who've adopted iPhones and Android smartphones in their personal lives - there's less opportunity there than there once was.

Hardware, then, is RIM's weak spot. It can't compete in the segments of consumer market where the money is, and enterprise users are no less keen on consumer smartphone technology. They don't want to carry two phones around: a BlackBerry for email, and an iPhone to call family and friends.

Ten years ago, RIM was debating its own removal from handset manufacturing, the notion being that it would focus on server software and client code other phone makers could bundle.

But its hardware margins were too high to resist, and the scheme was knocked on the head. That was an understandable move when it seemed that RIM's keyboard phones were exactly what an email-hungry adult world wanted. But that's no longer the case. It's clearly time to dust off that old strategy. ®

Intelligent flash storage arrays

More from The Register

next story
Chipmaker FTDI bricking counterfeit kit
USB-serial imitators whacked by driver update
Xperia Z3: Crikey, Sony – ANOTHER flagship phondleslab?
The Fourth Amendment... and it IS better
Don't wait for that big iPad, order a NEXUS 9 instead, industry little bird says
Google said to debut next big slab, Android L ahead of Apple event
Microsoft to enter the STRUGGLE of the HUMAN WRIST
It's not just a thumb war, it's total digit war
A drone of one's own: Reg buyers' guide for UAV fanciers
Hardware: Check. Software: Huh? Licence: Licence...?
The Apple launch AS IT HAPPENED: Totally SERIOUS coverage, not for haters
Fandroids, Windows Phone fringe-oids – you wouldn't understand
Apple SILENCES Bose, YANKS headphones from stores
The, er, Beats go on after noise-cancelling spat
prev story

Whitepapers

Cloud and hybrid-cloud data protection for VMware
Learn how quick and easy it is to configure backups and perform restores for VMware environments.
A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Three 1TB solid state scorchers up for grabs
Big SSDs can be expensive but think big and think free because you could be the lucky winner of one of three 1TB Samsung SSD 840 EVO drives that we’re giving away worth over £300 apiece.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.