Feeds

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

Consumer exit denied

Mobile application security vulnerability report

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. ®

Boost IT visibility and business value

More from The Register

next story
Report: American tech firms charge Britons a thumping nationality tax
Without representation, too. Time for a Boston (Lincs) Macbook Party?
iPad? More like iFAD: We reveal why Apple ran off to IBM
But never fear fanbois, you're still lapping up iPhones, Macs
Apple gets patent for WRIST-PUTER: iTime for a smartwatch
It does everything a smartwatch should do ... but Apple owns it
Apple orders huge MOUNTAIN of 80 MILLION 'Air' iPhone 6s
Bigger, harder trouser bulges foretold for fanbois
Child diagnosed as allergic to iPad
Apple's fondleslab is the tablet dermatitis sufferers won't want to take
Microsoft takes on Chromebook with low-cost Windows laptops
Redmond's chief salesman: We're taking 'hard' decisions
For Lenovo US, 8-inch Windows tablets are DEAD – long live 8-inch Windows tablets
Reports it's killing off smaller slabs are greatly exaggerated
Cheer up, Nokia fans. It can start making mobes again in 18 months
The real winner of the Nokia sale is *drumroll* ... Nokia
prev story

Whitepapers

Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Reducing security risks from open source software
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Consolidation: the foundation for IT and business transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.