Feeds

RIM to try to pull in punters with low-cost BlackBerrys

Consumer exit denied

Top 5 reasons to deploy VMware with Tegile

RIM has denied it is pulling away from the consumer market.

Despite comments made yesterday by the BlackBerry firm's new CEO, Thorsten Heins, that RIM will be tightening its focus on its core corporate offerings and customer base - widely seen as a plan to move away from the consumer sphere - the company told us it will pursue "targeted consumer segments" too.

As we noted earlier, getting out of the consumer space could harm RIM's recovery. Even big businesses are now allowing employees to make use of their own smartphones, which workers are keen to do because they not only want to be seen with the latest, snazziest tech but also don't want be forced to carry two phones around, one for business, one for personal.

RIM reckons that to succeed in this 'bring your own mobile' environment, it needs what a company spokeswoman called "a compelling consumer offering".

The snag: on the basis of what it has produced thus far, RIM doesn't have one. All those many punters moving away from BlackBerry to Android and the iPhone shows they don't think it has either.

Can RIM compete? It seems to think so, but on price more than anything. Comments from the company today strongly emphasise fighting on price - "we plan to aggressively incentivise sales", "reinvigorate our position in the key entry-level smartphone segment" and "attract feature phone customers" - to get users to first upgrade to BlackBerry 7 devices and then to BlackBerry 10, its next-gen OS, in due course. ®

Internet Security Threat Report 2014

More from The Register

next story
PEAK APPLE: iOS 8 is least popular Cupertino mobile OS in all of HUMAN HISTORY
'Nerd release' finally staggers past 50 per cent adoption
Tim Cook: The classic iPod HAD to DIE, and this is WHY
Apple, er, couldn’t get the parts for HDD models
Apple spent just ONE DOLLAR beefing up the latest iPad Air 2
New iPads look a lot like the old one. There's a reason for that
Google Glassholes are UNDATEABLE – HP exec
You need an emotional connection, says touchy-feely MD... We can do that
Caterham Seven 160 review: The Raspberry Pi of motoring
Back to driving's basics with a joyously legal high
Back to the ... drawing board: 'Hoverboard' will disappoint Marty McFly wannabes
Buzzing board (and some future apps) leave a lot to be desired
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.
Getting started with customer-focused identity management
Learn why identity is a fundamental requirement to digital growth, and how without it there is no way to identify and engage customers in a meaningful way.
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?
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.
Protecting against web application threats using SSL
SSL encryption can protect server‐to‐server communications, client devices, cloud resources, and other endpoints in order to help prevent the risk of data loss and losing customer trust.