RIM Execs Have Done Much Soul-Searching of Late

By Michelle Maisto  |  Posted 2012-08-24 Print this article Print

Heins and his trimmed-down team have done a lot of thinking about who the BlackBerry user is and how they can continue to serve that person. What they've determined is that while the brand was built on the delineation of enterprise from consumer, saving it will require nearly the opposite.

"The distinction between a corporate user and a consumer doesn't give us the right angle in looking at the market. We need to look at the person, we need to look at the people," Heins told eWEEK.

"I'm sure you're absolutely aspirational in your business. And I'm sure you also have elements ... in your private life that you also need to succeed in, whether it's running a family or a charity, or being the coach of a female soccer team-whatever it is. You have your corporate definition of success and you have your personal definition of success," he continued.

"That's why we don't distinguish between them. We want you to be successful. We want to be the best tool for you to achieve your success."

Internally, Heins and his team have come to refer to these users as "The BlackBerry People."

Heins agrees that BlackBerry 10 has become a finish line of sorts-the energy of the entire company, he said, is focused on the goal of releasing BB10.

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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