Blackberry

    Long-term neglect of the consumer market RIM disappointing flat sales
September 29, foreign media comment on the article, said the target market, RIM is facing troubled. The development of the company's long-standing focus on the customer market, ignoring the needs of ordinary consumers, and its latest Tablet PC sales was disappointing. The company's target market strategy needs to be adjusted. The following article summary:
Research In Motion (hereinafter referred to as "RIM") earlier this year, the management company in preparation for the release of the first Tablet PC product, when they face a significant problem that this product's target market?
Some executives believe that the tablet is an extension of the BlackBerry, users will be mainly business and business people who hold this view include the company's technical direction of the planners, co-CEO Adams (Mike Lazaridis). While others hope that the new products executives are more for the average consumer, for the attention games, music and video content users.
A manager who said at the time, the transmission of information in marketing, the company took a different view, even senior management can not reach agreement, there is no clear and consistent campaign goal.
PlayBook 4 month listing in the sales, the company canceled the ad campaign, marketing head and his deputy have left. The tablet may be a flaw in RIM, and now the situation is, RIM has to face many difficulties, suffered the profit warning, product delays, BlackBerry shipments fell and fell and other problems.
Marketing activities of the confusion that the RIM is facing a big problem: the needs of ordinary consumers have begun to increasingly dominate the market, but still difficult to RIM's focus from the enterprise market demand.
Informed sources, has long been dominated by BlackBerry smart phone market, while Lazaridis is in the market has refused to meet the needs of ordinary consumers, the trend, which had led the company effort to catch up later.
A source said, RIM is increasingly dominant in the occasion of the smart phone market, wireless carriers that the company had hoped to provide some features for the average consumer, but it was RIM's management rejected.
RIM to enter the Tablet PC market performance is disappointing. PlayBooks as of August 3 months only 20 million units sold, less than half the level of the previous quarter, second quarter compared to Apple iPad 9.3 million units sold, the more is not worth mentioning.
Now retailers have begun selling cheaper PlayBook. Office Depot and Staples have the price of the tablet down to $ 399 and comes with gift cards, while Best Buy's price of this product is $ 299.
However, RIM said it has successfully transition to the consumer market, and use this model for global expansion. RIM spokesman said in an email, the company's strategy is to fully integrate business customers and consumers demand. http://www.blingcase.co

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