M@rketing!

The video below demonstrates RIM’s recent marketing strategy to reposition it’s products to become a social device instead of just a strong business phone, which has been Blackberry’s key image earlier in this past decade.

https://www.youtube.com/watch?v=pX5YsU8sir4

However, according to this Globe and Mail article, Research in Motion clearly needs to rethink it’s marketing strategy to survive.

RIM has recently suffered major criticism from not only the press, but also the investors as it’s value has fallen 74% over the past year on the stock exchange. This is a reflection of both the investor and consumer’s lack of faith in the Blackberry product. A result of stagnating innovative prowess in a market now dominated by Apple, untimely service blackouts, and faulty hardware, RIM has become a victim of falling behind in a rapidly moving technological age.

With a newly appointed CEO, and now a newly appointed Chief Marketing Officer, RIM is now attempting to restore faith in it’s consumers. RIM will attempt to re-deliver the once lethal dependance on the “Crackberry” to it’s loyal customer base once again. With a “focus more on consumer marketing”, RIM’s new marketing strategy, and destiny, will depend on it’s “ability to turn around the consumers’ perceptions of the brand” – in hopes of not only retaining their current user-base, but also gain market share against the many dominant players in the marketplace.