BlackBerry is struggling. There is no way around that, but the company knows that about itself and it has been working hard to reverse its fortunes. Back in January, RIM changed its name to BlackBerry and officially unveiled the latest iteration of its mobile operating system – BlackBerry 10. Slowly but surely, the company’s flagship Z10 device has been making its way to U.S. carriers, most recently AT&T. As we all know, especially HTC, you can’t just release a device and expect it to sell. You have to market it. And it looks like BlackBerry knows that, only it will be marketing in a different way.
In a recent interview with Computerworld Australia, BlackBerry CEO Thorsten Heins trash talked some of his company’s biggest competitors. While speaking, Heins brought up the topic of developing clients for BlackBerry specific apps for other platforms, such as Windows Phone and Android. He explained that he decided against the idea because those companies didn’t share his vision of a “mobile computing” future, which involves being able to do the same work on a mobile device as you can do on a desktop computer. Basically, Heins is saying that neither Android or Windows Phone are as powerful as BlackBerry 10, which is incredibly hard to believe at this point in BB10’s life cycle.
Heins went on to say that he has high hopes for BlackBerry 10 and the long term future. He says his company is “debt free and as of last quarter … we had $2.8 billion cash in the bank. This is enough money to market BlackBerry 10 successfully and fund research and development for future mobile products.”
Heins’ comments are certainly some strong ones, especially when Android holds more than 50 percent of the mobile operating system market share and BlackBerry holds less than 7 percent. I personally strongly disagree with his comments, though. While I haven’t personally used a BlackBerry 10 device yet, I can say for a fact that Android is very much able to do the same tasks as a computer. When it comes to things like responding to emails, I’m just as productive, if not more productive, with Android than with a desktop computer.
High-up executives from Apple have also been on a trash talking marketing ploy, so it looks like this type of thing is now the norm for companies struggling. Good to know.