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Research In Motion (NASDAQ:RIMM) is desperate, but is a vicious marketing campaign really going to help the struggling BlackBerry maker get back into users’ good books and the charmed coterie of smartphone success?
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Shares of the Canadian company have tumbled over the past couple year or so as much as those of Apple (NASDAQ:AAPL) have risen, and most of that is due to the fact that RIM now holds only 12.3 percent of the U.S. smartphone market to Apple’s 30.7 percent. The combined share of all phones that run on Google’s (NASDAQ:GOOG) Android software is 51 percent.
RIM clearly sees Apple as its one big target, and it’s decided that attacking the competition will be the best prop for its own phone. Last month, RIM organized a protest outside a Sydney Apples store with its supporters, dressed in black, holding placards that read “Wake Up”. The company spread the same message in at the bottom of a pool in Sydney’s famous Bondi Beach and in several locations in Melbourne.
Now, a website launched by the Canadian company, which is releasing its BB10 phone later this year, has the messages “wake up,” “take action,” and “do different” and urges people to support “the brand that’s been in business from the very beginning.”
The speech on the website asks the corporate world that it should wake up and realize that “it’s time to mean business.”
“Now before you go looking for your suit and briefcase, we’re not talking about that kind of business,” the speech says. “Business is no longer just a suit-wearing, cubicle sitting, card-carrying kind of pursuit.”
However, the website doesn’t make any attempt to highlight why the company’s new platform and software will be better than Apple’s iOS and the iPhone, and it remains to be seen how consumers react. While RIM showed off its next-generation BlackBerry 10 operating system last week during the its world conference, the first smartphone powered by the new platform is not expected to launch until October.
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