Feeds

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

Consumer exit denied

Intelligent flash storage arrays

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. ®

Top 5 reasons to deploy VMware with Tegile

More from The Register

next story
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
Netscape Navigator - the browser that started it all - turns 20
It was 20 years ago today, Marc Andreeesen taught the band to play
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
Here's your chance to buy an ancient, working APPLE ONE
Warning: Likely to cost a lot even for a Mac
Xiaomi boss snaps back at Jony Ive's iPhone rival 'theft' swipe
I'll have a handset delivered. Judge us after you try us...
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
Win a year’s supply of chocolate
There is no techie angle to this competition so we're not going to pretend there is, but everyone loves chocolate so who cares.
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?
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.