BlackBerry Physical Keyboards Are Here to Stay: RIM CEO

 
 
By Michelle Maisto  |  Posted 2012-05-02 Email Print this article Print
 
 
 
 
 
 
 

In a talk with reporters at BlackBerry World 2012, RIM CEO Thorsten Heins talked about the company’s smartphones, BlackBerry 10 and where the business goes from here.

ORLANDO, Fla. €” Research In Motion CEO Thorsten Heins dispelled the notion that the company would rid its BlackBerry devices of their physical keyboards. €œWe are not abandoning the BlackBerry physical keyboard,€ Heins told reporters at the company€™s show here, adding that RIM is about to undergo a major change that he hopes will grow both its enterprise customers, as well as consumer base.

On the second day of BlackBerry World 2012, Heins discussed RIM's focus and its need for more of it. Since he first joined the company four years ago, RIM has grown from a 6,000-plus-person company to being more than 20,000 employees strong.

"With that kind of growth, it becomes easy to lose efficiency. Everything becomes something you want to pursue because everything is so exciting," said Heins during a May 2 meeting with reporters. He added, "Now, RIM has a little fat on the hips and we need to be lean, mean."

Some slimming down certainly occurred in January when Heins replaced longtime co-CEOs Jim Balsillie and Mike Lazaridis. RIM now plans to "line everything up" under just one chief operating officer, and to hire a top-gun marketing person.

Heins also, and arguably effectively, pushed the ideas that RIM's inability to deliver in recent quarters was due to internal inefficiencies€”both the bloat of extra people and of a need for consensus; too many meetings but too few people making decisions€” and the tough but necessary decision to pursue a new platform, the culmination of which will be BlackBerry 10. With its new Dev Alpha smartphones, the new platform will arrive later this year.

To the first point, Heins said that company morale is up.

"People needed focus," he explained, in a comment attached to a "misunderstanding" that followed RIM's most recent earnings call. Some media outlets reported that RIM was getting out of the consumer game to focus on its enterprise customers.

"That is absolutely not true: RIM is not leaving the consumer business," Heins said, explaining that there were "many things on the consumer side that were nice to do but not core to the business." There are things that are nice to have, such as gaming and mapping, but these are not core to the business and so are areas best addressed through relationships.

To the second point, Heins explained that a year-and-a-half ago RIM faced the reality that BlackBerry 7, while a fantastic platform, had reached its potential.

"The decision was: we've got to do it,€ said Heins. €œWe have no choice, as tough as it is. We have to build a new mobile computing platform for the next decade."




 
 
 
 
Michelle Maisto has been covering the enterprise mobility space for a decade, beginning with Knowledge Management, Field Force Automation and eCRM, and most recently as the editor-in-chief of Mobile Enterprise magazine. She earned an MFA in nonfiction writing from Columbia University, and in her spare time obsesses about food. Her first book, The Gastronomy of Marriage, if forthcoming from Random House in September 2009.
 
 
 
 
 
 
 

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