In-house sling at RIM (Blackberry)

In-house sling at RIM (Blackberry)
a letter of an employee calling into question the strategy of Canadian has escape on the Web. It should be said that the Blackberry lose feathers on many markets.

Times are hard for RIM. The manufacturer of the Blackberry crosses a bad master key indeed, badgered by competition, the Canadian king is in difficulty, as well on the level of the shares of market as at the financial level.

For three months, the title of the manufacturer has thus lost nearly 50% of its value. And in the first quarter, the share of RIM on the market of the smartphones collapsed of 6,8 points with 12,9%, with the profit of Android.

Strategic problem? For certain employees of the firm, the cause is not any doubt. Moreover one of between-them explained all the evil which it thought of the approach of RIM in a letter intended for its direction which has, as by chance, escape on the Web.

The employee, placed obviously high, estimates that RIM is missing to it stage coach by the smartphones because of a strategy timorée and unsuited at the requests of the consumers.

“We often make decisions on the products by melting us on strategic alignments, the requests of partners or even of the legal opinions. The user of fout ", declares it in this text taken again by Le Figaro.

“Null” applications

And of advising to approach marketing with success of Apple: “Of people make the tail the night in front of stores of the whole world for their products, which are in out-of-stock condition during months. These people is not hypnotized zombies, it is simply that they like products magnificiently designed, centered on the user and who function as they are supposed to do it. [...] We have really a beautiful advisability of building something again and “specifically BlackBerry””.

“My mother wants a iPad and a iPhone simply because they make him desire”, is afflicted it.

RIM must also innovate. Because in spite of the launching of a new OS and hybrid terminals (keyboard + touch screen), the technological innovation is rather perceived side of Apple or Android.

“When did one leave for the last time a new experiment for the user or a major function which did not exist already on the other platforms? ”, it is questioned.

The employee also calls into question the applicatif ecosystem of the Blackberry. It should indeed be stressed that the consumers decide more and more according to the applicative offer of the OS mobiles.

“If we create the excellent ones (development tools), we will see excellent achievements. If we offer tools of shit, do not be surprised to see applications of shit [...] the applications for the smartphones BlackBerry are null. Even PlayBook, with all its power, has the air of a toy Fisher Price with his applications Flash/Adobe AIR ", balances the employee.

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