by Andy
June 21, 2011
Is Research In Motion changing its name? It may need to. While Apple and IBM are fantastic examples of the value of relevancy, RIM may be the most current example of the curse of irrelevancy.
About six years ago I finally exchanged my flip phone for a Blackberry (like most business people had already done). This wonderful device kept me connected to everyone. It synced with my calendar. It arranged and confirmed meetings. It was my personal work assistant.
Perhaps therein laid the problem – my Blackberry was only truly relevant during the business day. When the nature of business changed and the nature of users changed; the nature of the Blackberry did not.
Like Microsoft, RIM is heavily tethered to large enterprises for its revenue streams. And like Microsoft, RIM met the needs of their enterprise counterparts very well. Unfortunately, large companies succumbed to the global recession and RIM along with it (market capitalization down from $78 Billion in May ’08 to under $15 Billion today). As the recession marched on and companies downsized, RIM lost users and revenues. These jettisoned ex-employees were now free to decide for themselves what they need.
Uh-Oh. They seem to need iPhones and Androids.
To make matters worse, senior leadership are jumping ship. Brian Wallace (VP – Digital Marketing & Media) just left for Samsung Telecommunications. Last week, one of its COOs (Don Morrison) left on medical leave. Keith Pardy (CMO) left in February.
This is yet another example relevancy at work — or in this case irrelevancy. Everyone knows RIM and the products it sells, but the current sigh of ‘who cares?’ is deafening. Nokia is suffering from the same malaise. It’s not just about competing in the category. It’s about leading the category with more than just a strong product line. Those who continually guide the category are best positioned to reap the rewards. Those who show their expertise and purpose to the broader market are more likely to influence it toward them.
Those unable to do so will be buried.
Andy, This is an excellent post. And, it supports the case for re-positioning the brand as customers needs shift and the market landscape changes. Additionally, it suggests th need for thought leadership to illustrate how the brand is still relevant or innovating to stay relevant – whether that is domestically or abroad. Best, c.
Andy, This is an excellent post. And, it supports the case for re-positioning the brand as customers needs shift and the market landscape changes. Additionally, it suggests th need for thought leadership to illustrate how the brand is still relevant or innovating to stay relevant – whether that is domestically or abroad. Best, c.
Excellent summary, Andy. Given the RIM missteps, it’s only the lumberingly slow speed at which corporate IT departments move that is delaying its eventual demise. As you note, many companies issue Blackberries and insist that as they are the corporate standard, no iPhones, etc. will be tolerated. However, a glance around an airport lounge will reveal that business people are unilaterally ditching their BBs for better solutions.
Excellent summary, Andy. Given the RIM missteps, it’s only the lumberingly slow speed at which corporate IT departments move that is delaying its eventual demise. As you note, many companies issue Blackberries and insist that as they are the corporate standard, no iPhones, etc. will be tolerated. However, a glance around an airport lounge will reveal that business people are unilaterally ditching their BBs for better solutions.
Great post. I have switched to Apple as our company opened up to RIM, iPhones and Androids for us worker bees to chose from. This was like unlocking the prison gates with finally the opportunity to read attatchments like spreadsheets, PDF, images, etc. Those of us who had to return to Blackberries for technical reasons had to do so under heavy sedation and duress: that’s the power of relevancy.
The other relevancy is that Apple is totally synonymous with iPhone (and vice versa). I doubt that, to many users, Blackberry be synonymous with RIM. Perhaps RIM did not market its brand as it should have when it could and had the mullah to do it
Great point on RIM staying behind the curtain (poor decision). It is totally defined by one product. Apple is defined by far more than their product line. When given the chance to define yourself beyond the product, growth occurs because more products can be brought to market.
Great post. I have switched to Apple as our company opened up to RIM, iPhones and Androids for us worker bees to chose from. This was like unlocking the prison gates with finally the opportunity to read attatchments like spreadsheets, PDF, images, etc. Those of us who had to return to Blackberries for technical reasons had to do so under heavy sedation and duress: that’s the power of relevancy.
The other relevancy is that Apple is totally synonymous with iPhone (and vice versa). I doubt that, to many users, Blackberry be synonymous with RIM. Perhaps RIM did not market its brand as it should have when it could and had the mullah to do it
Great point on RIM staying behind the curtain (poor decision). It is totally defined by one product. Apple is defined by far more than their product line. When given the chance to define yourself beyond the product, growth occurs because more products can be brought to market.
Eye opening when you think of the Mega companies that have seen a drastic shift in their fortunes in just the past 3 years due to not staying on the bleeding edge. Great post.
Eye opening when you think of the Mega companies that have seen a drastic shift in their fortunes in just the past 3 years due to not staying on the bleeding edge. Great post.
We really enjoy what you write about here. We try and come back to your site every day so keep up the good posts!
We really enjoy what you write about here. We try and come back to your site every day so keep up the good posts!