Chris Lau - Seeking Alpha

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Tuesday, June 21, 2011

$RIMM marketing: get aggressive against Apple

Here's an exclusive publication on RIM: http://seekingalpha.com/article/275733-catalysts-for-a-rebound-in-research-in-motion-shares

Another marketing executive left RIM. This gives insight on how the company will approach its cost-cutting: the marketing department.

That said, a clean-house in the marketing department can mean good things for consumers if RIM gets aggressive. A user posted this comment (prior to this announcement) about what RIM can do in marketing:

But their marketing department could use a bit of an overhaul. They need to be much more in-your-face. Trade any iphone for a BB promotions. Trade any ipad for a playbook promotion. 10 free apps with every purchase, regardless of price. Max cost for new phone without plan = $200, not $600. Go for volume. Offer deals to Bell et al if they shun Apple products -- you know that's done in the states.

The major drawback from the BB OS is it doesn't feel as 'silky' as the iphone OS. The Playbook fixes this, and the ports to other phones of that OS has to happen NOW, not months from now.

And in marketing faux pas, RIM decided (wrongly) that its v6 OS would not be made available to phones before the latest Bold, crapping on all the new Tour et al owners. This is the type of mentality that has to stop.

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