RIM's BlackBerry fails to woo consumers
The shift in strategy came with a management shakeup that includes longtime executive Jim Balsillie leaving the board and severing ties with a company he helped build and later see decline.
RIM said it will focus its consumer efforts on targeted offerings that tap the company's strengths. That includes devices that employees will want to buy on their own and bring to the corporate environment. The company was exploring partnerships and other opportunities for consumer products that aren't deemed central. Those products could include software and features that are then incorporated into RIM's own offerings.
“We can't do everything ourselves, but we can do what we're good at,” said RIM CEO Thorsten Heins.
RIM has had limited success trying to enter consumer markets in recent years, particularly with high-end devices that sport touch screens popular with consumers.
Heins said a turnaround required 'substantial change'.
“We believe that BlackBerry cannot succeed if we tried to be everybody's darling and all things to all people,” said Heins.
“Therefore, we plan to build on our strength,” he said.
Heins, who joined RIM four years ago and was most recently its chief operating officer, replaced co-CEOs Balsillie and Mike Lazaridis in January after the company lost tens of billions in market value. Lazaridis founded the company, and Balsillie had joined in its early
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