RIM mustn’t just go through the motions

17th October 2011

Generally, the conference would not attract the world's attention but after a terrible year – not just the systems problems but declining US sales and a failed launch into tablet computing, the eyes of investors are on it.

The Times quotes Kevin Burden, an industry analyst with ABI Research saying: "The meeting is important and it's going to be really difficult for RIM. It's going to have to get up there and talk about real timelines. You can't have half-baked products and half-baked plans."

Even before the crisis Wall Street Journal reports on an internal debate at RIM, go consumer or stick to businesses.

The Wall Street Journal notes that a campaign for its tablet subsequently cancelled just about encapsulated the dilemma.

There's an internal war going on around the marketing message. Even the guys at the top don't agree," one executive close to the company said at the time.

The split showed through in a campaign RIM planned with its ad agency. It envisioned using humor and celebrities like New England Patriots quarterback Tom Brady-but also the tagline "Go Pro"-said two people familiar with the situation."

Meanwhile Blackberry has sought to make up for some of the damage by offering free applications as All Things D reports here.

The apps will be made available for download beginning on Wednesday, with more rolling out over the coming four weeks. Titles include the games Sims 3 and Bejeweled, utilities such as translation and photo editing apps, and entertainment titles like Shazam Encore and Nobex Radio Premium.

Business customers will also get one free month of technical support, RIM said.

Whether that is enough to satisfy disgruntled investors who may want to see something more concrete and perhaps a decision made to concentrate on consumer sales, business sales or both, remains to be seen.

More from Mindful Money:

Blackberry faces call for break up after systems jam

Social media: where should you invest next?

Apple: More money than the US government

Google profits cheer investors but experts still sceptical about Google +

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