But this post is about comebacks. This is Bruce Willis in Pulp Fiction or Robert Downey Jr. in Iron Man. This is about BlackBerries returning to the top.
Research in Motion (RIM) is set to cut 2,000 jobs (10 percent of its workforce) as company stock prices continue to fall.
Apple and Android have drubbed BlackBerries in the last couple years, and RIM’s stocks have plummeted. In January of this year they were at around $60—today they’re at $25. Hence the layoffs.
A big problem seems to be phone and brand identification. BlackBerries have long been the go-to for the business sector because they integrate well with Microsoft Outlook and other business apps.
That’s how the public views them. They see businessmen using them—meanwhile, kids with faux-hawks have Droids.
The fact is, the average guy or girl on the street is way more interested in a flash screen and media setup than Outlook integration (whether they want a faux-hawk or not). They want to get on Facebook or listen to music or watch a movie.
You can do those things on BlackBerries (only a couple have big enough screens, actually), but the company doesn’t market their smartphones that way. BlackBerry Messenger for instant messaging is pretty cool, but even that makes more sense for business. It’s about branding and about the cool factor.
Another biiiig part of the problem for BlackBerries now is the business sector turning to Androids and iPhones. That really hurts. Only time will tell if Androids and iPhones can function as well as BlackBerries for business, but if they do, RIM is in big trouble.
All the company needs is a Pulp Fiction or Iron Man. It only takes one big hit to get back on top.
RIM has said they’re cutting their workforce to “focus on areas that offer the highest growth opportunities.”
For them, I hope that means a totally kick-ass smartphone that works for businesses and is cool enough for the kids with the faux-hawks (and the average guy or girl). And they make appropriately cool ads (think Droid ads). It’s all they’d need. And it’d be a Hollywood comeback everyone could appreciate.