The Canadian Smartphone maker has had a horrendous time over the past 12 months and that was compounded as it revealed during an earnings call it has posted a loss of £78million for the first quarter of 2012. For the same period last year they posted a profit of nearly £625million.
With this in mind RIM has confirmed it will be focusing on the business user and moving away from the consumer handset market. Newly appointed CEO Thorsten Heins believes BlackBerry smartphones are still in a ‘leading position’.
He said that they ‘plan to refocus on enterprise and capitalise on their leading position in this segment’. He also expressed his believe that the ‘BlackBerry cannot succeed if we tried to be everybody’s daring and all things to all people. Therefore we plan to build on our strength’.
We will have to wait to see what this means to the consumer market in terms of RIM’s strongholds – namely BlackBerry Messenger, which forms the cornerstone of the Canadian firm’s consumer offering.
Former co-CEO Jim Balsille was confirmed to be leaving the firm, and shares have fallen sharply once more following the loss. Their performance in the tablet market has been poor following the release of the Playbook, along with the lack of interest in their new smartphones this year could mean that this may be the last year we see the once-great Canadian giant as a standalone brand.
To find out more, please call us on 0845 504 8989, or complete our contact form.