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Coming soon from BlackBerry: 5 things to look forward to

Al Sacco | Feb. 10, 2012
These are dark days for Research In Motion (RIM) and its BlackBerry brand...or at least dim ones.

Other than that, little is known about RIM's new OS, though it is clear that RIM's future in the mobile space will hinge on the success of BlackBerry 10. Current BlackBerry users can take comfort in the fact that RIM will slowly share details about BlackBerry 10 in the coming months, to tease the first device's planned late 2012 release. And RIM will probably share many details and offer hands-on demos of BlackBerry 10 devices at its BlackBerry World 2012 conference in May.

5) New or Renewed BlackBerry Focus on Consumer Smartphone Market

RIM has always been a company that caters to the business or enterprise market much more efficiently and effectively than the much larger consumer market. But if RIM's new CEO Thorsten Heins gets his way that could all change in 2012. 

"We need to be closer to our consumer user base. We're well positioned with CIOs...but in the US, we need to do a better job there [targeting consumers]," Heins said in a press conference held just after he took the BlackBerry CEO reigns. "I want us to focus more on consumers and consumer marketing. That is a major change for us. That is an element that we need to strengthen, that we need to build."

And Heins plans to quickly bring on a brand new marketing chief to lead the charge. What exactly will come from this effort remains to be seen. But you can expect to see more aggressive and high-profile advertising from RIM and perhaps more celebrity endorsements--RIM has been bringing on celebrities to tout the BlackBerry brand for years, but it never really publicized those partnerships. Perhaps the company will begin to spread the word about these endorsements.

And we could see more sports-oriented advertising, as well, in the vein of RIM's recent NHL All Star Game Skill Competition "BlackBerry Hardest Shot" event sponsorship and related PlayBook marketing campaign. (Let's just hope it doesn't come in the form of additional appearances from The Bold Team. Yikes.)

Whatever comes of this new focus on the consumer market--the new entry-level Curve devices could be the first step--the next few months should be very eventful for RIM.


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