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Hold on, RIM is not leaving the consumer market

The world is guilty of misreporting
Fri Mar 30 2012, 13:41

CANADIAN BLACKBERRY MAKER Research in Motion (RIM) has responded to reports, which it started itself, that it is pulling out of the consumer mobile market.

Eyebrows are still raised at the widely reported decision and RIM has been quick to try to return them to their usual position.

"The claim that RIM has said it will withdraw from the consumer market is wholly misleading," said Patrick Spence, RIM's SVP and managing director of Global Sales and Regional Marketing in a statement sent out to correct what RIM called a mistake in reporting here, there and everywhere.

"Whilst we announced plans to re-focus our efforts on our core strengths, and on our enterprise customer base, we were very explicit that we will continue to build on our strengths to go after targeted consumer segments. We listed BBM, as well as the security and manageability of our platform, amongst our strengths."

The clarification or about turn follows the earlier news from the firm that it will refocus on the business market, something that sounds a lot like 'pulling out of the consumer market'.

"We plan to refocus on the enterprise business and capitalise on our leading position in this segment," was the line delivered by RIM CEO Thorsten Heins in a conference call.

But RIM says he qualified this and added a bit more information. "Whilst we announced we would refocus on the enterprise business, we also stated part of competing in the 'bring your own device' segment is to create a compelling consumer offering," he added by way of explanation.

"It is critical that we drive BlackBerry 7 sales to sustain the subscriber base. To do this we plan to aggressively incentivize sales of BlackBerry 7 smartphones to both drive upgrades from older BlackBerry products to BlackBerry 7 and to attract feature phone customers to BlackBerry 7 for their first smartphone experience. We have new BlackBerry 7 devices scheduled to come out in the next few months to reinvigorate our position in the key entry level smartphone segment, to support our efforts to continue growing our subscriber base by upgrading feature phone customers to smartphones."

Heins said that the firm will use "partnerships" to deliver features and content that are not at the core of its business.

We hope that's cleared all that up for you. µ


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