In a recent interview with Canadian Business magazine, BlackBerry RIM’s Chief Marketing Officer, Frank Boulben, gave some bold insights on the ever-changing mobile device industry, and where the upcoming BlackBerry 10 (BB10) will stand.
According to Boulben, the past five years in the mobile industry have been “the introduction of a new paradigm (smartphones).” What the BB10 seeks to do is cause a paradigm shift. Boulben states that in this new paradigm, “multiple computing units” (TV, PC, tablet, etc.) will be unnecessary; the BB10 will have enough processing power to handle all their jobs. RIM seeks to expand into the untapped “75% of the world that doesn’t have a smartphone yet,” specifically the developing world where people can’t afford to buy multiple computing units.
Despite BlackBerry’s sub-par performance as of late, Boulben believes that RIM has “many angles to win back or upgrade existing owners,” and that “consumers are ready for the next wave of innovation.” Clearly, BlackBerry will focus on Points of Difference over Points of Parity.
Do you think the BB10 will cause the revolutionary paradigm shift Boulben described? His views seem pretty radical, but I’m still quite interested to see what BlackBerry has to offer.
References:
http://rimdevblog.files.wordpress.com/2012/05/bb10_devalpha2.png?w=154&h=300