RIM’s chief executive Thorsten Heins has gone on the attack, defending the fortunes of his company’s flailing BlackBerry brand in the press.
RIM have had a tough couple of years, seeing them haemorrhaging both business users and youth market fans, leading to the company co-founders Mike Lazaridis and Jim Ballsillie handing over the reins to Heins at the beginning of the year as RIM’s market value plummets.
All hopes now rest on RIM’s new smartphone operating system BB10. And in Heins’ own words, it is “once in a decade change that will see us through the next ten years.”
“Most of the media is very black and white – they look at every little thing that could be bad and put it on to RIM’s shoulders,” Heins said to the Telegraph.
“And let’s be honest we don’t like it. This is something we have to get through and convince the critics and the market that BB10 is going to cut it. And BB7 is still a competitive product; we are not in a trough.”
Indeed, the initial reactions to BB10 have been positive, but is it too little too late for BlackBerry? Microsoft finally seem to have got their act together with Windows Phone coming along leaps and bounds, Google’s Android leading the market in terms of activated device numbers, and Apple’s iOS still the darling of the industry. Is there room for another player?