BlackBerry CEO Thorstein Heins mentioned in a Bloomberg interview Tuesday that he thought that In five years I dont think therell be a reason to have a tablet anymore. He was quickly denounced for ignoring the iPad, not owning up to the failure of BlackBerrys own PlayBook tablet, and in general for trashtalking tablets and being hopelessly out of touch.
And those are just the nicer comments.
But perhaps hes not quite as out of touch as hes painted. For one thing, he actually said something quite different from what everyone claims he said.
The Bloomberg story that summarizes the Heins comments that ricocheted over the Internet yesterday actually draws from two separate interviews he gave at this weeks Milken Institute 2013 Global Conference in Los Angeles. One presumably was an interview with Bloomberg reporter Hugo Miller (or possibly the co-bylined reporter Nadja Brandt) who wrote the online story; the second was a five-and-a-half minute on-air talk with Willow Bay for Bloomberg Television's "Lunch Money segment.
The online story quotes only three sentences by Heins about tablets, with no context and apparently no follow-up questions to clarify or expand on them:
In five years I dont think therell be a reason to have a tablet anymore. Maybe a big screen in your workspace, but not a tablet as such. Tablets themselves are not a good business model.
So we dont know why Heins thinks that there wont be a reason to have a tablet in five years; or what he sees developing to make that happen. And we dont know what he means by saying tablets are not a good business model.
Nevertheless, Twitter lit up with reactions that persistently claimed Heins said something that he did not in fact say. Heres a sampling:
"BlackBerry CEO: Demand 4 #Tablets Will Die in 5 Yrs. Oh Thorsten, if that helps you sleep at night..." Ashley Berndt @hashlyburnt
"Oups! Thorsten #Heins #BlackBerry CEO: #Tablets will be dead in 5 years... " IT project manager Michelle M. @mimibeloeil
"#Tablets and Thorstein Heins. He just doesn't want to play catch up" cafe moba @cafemoba
"BlackBerry CEO: Demand For #Tablets Will Die Out in 5 Years. me: if we thot for second that company got it, no more" Jeff Hasen @jeffhasen
BlackBerry CEO says #tablets will be useless in five years" Lafayette PC @LafayettePC
Surprisingly, its the TV interview that adds a bit more of Heins thinking, though Willow Bay mainly focuses on business issues.
Heres what he said, transcribed from the video clip:
As Ive always said, the tablet market is very challenging from a pure hardware perspective. Very few companies can make money on the hardware. And so, if we want to do it, we need a service-value proposition on top of that. Some of that will be shown at BlackBerry Live. But we are running with a different concept that makes THIS [waving a new BlackBerry Z10 touch smartphone] your personal mobile computing power, and only this&so its a slightly different approach to the market.
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