The manufacturer of the Blackberry smartphone, Canada's Research in Motion (RIM) announced that it will focus on corporate customers and cease to try to compete in popularity with iPhones or Android-based devices.
On Thursday, RIM, when he presented the results of the quarterly loss of $ 125 million, announced changes in his staff directive and its business strategy.
"We can not do everything ourselves, but we do what we are good. We believe BlackBerry can not succeed if we try to be the apple of everyone's eyes," said the chief executive of the firm, Thorsten Heins, who assumed command company in January.
Blackberry back to what it believes was the reason for its success: corporate customers attracted to facilitating communications with their offices via electronic mail and messaging system exclusive.
The advertising strategy launched in U.S. showing the change seems to indicate "satisfied customers" that emphasize the safe and less playful in their phones.
The company remains a leader in corporate communications and proudly say that even the U.S. president, Barack Obama, refused to leave him once he arrived at the White House.
The problem is that the furor that generated the iPhones and Android hit the world of business executives and professionals, who increasingly require companies who deliver their phones more attractive, especially those from Apple.
In the last quarter of 2011, Apple sold 37 million iPhones, more than the RIM BlackBerry units placed in the last three quarters together. In this last quarter were sold 1.1 million BlackBerrys.
The new ads rejuncia included the former chief executive of RIM, Jim Balsillie, his seat on the board of the company, plus the departure of chief software technology, David Yach, and the head of global operations, Jim Rowan.
The company hopes the improvements will introduce the new BlackBerry operating system 10, although its release has taken longer than anticipated.
Amid the war of the smartphones of the last five years, RIM tried to open a larger consumer market where he was overtaken by iPhones and a range of smart devices.
Blackberry has lagged behind in the world of applications, which are the main attraction for young users.
Another great failure was his effort to produce a tablet that would compete with the Apple iPad recalled international news agencies.
The RIM playbook received very negative assessments, among other things, because it incorporated an email program, or the trusty BlackBerry messaging system is one of the hooks to ensure the loyalty of its users.
The Playbook are available today in the United States at $ 200, an amount that is not only less than half its original price of $ 500, but is even below the production cost of the device.
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