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10 Things CIOs Can Expect From RIM's New CEO

By Don Reisinger on 2012-01-24


Worried investors have for months been calling on BlackBerry-maker Research In Motion to replace co-CEOs Mike Lazaridis and Jim Balsillie. On Jan. 22, 2012, the company has finally done so, appointing Thorsten Heins as RIM’s President and CEO . Heins joined RIM in 2007 from Siemens Communications Group. After a stint as senior vice president for hardware engineering, he became RIM’s chief operating officer for product and sales in August 2011. As with any other company that has a change in leadership, RIM will undergo a quiet period of sorts as its new chief executive assesses some of the things that might be wrong with the firm, and sets out to change that. The company faces a Jan. 31 deadline to report the findings of a review of its management structure, according to Bloomberg News, and Heins has said he’ll be seeking a new marketing chief for the company. Among the 75 million BlackBerry users are many enterprises that have made deep investments in RIM products, so it’s fair to say you’re probably wondering about the fate of the firm at this stage, and how the leadership changes will affect the company’s future. According to the Wall Street Journal, Heins assured industry analysts that he isn’t looking to sell the company. Yet, some industry analysts are making dire predictions about RIM’s fate , which largely hinges on the new BlackBerry 10 platform and future products featuring the QNX-based operating system. Until then, RIM is relying on a product line running BlackBerry OS 7 to retain customers; the upside, of course, is that IT administrators and others who manage BlackBerry devices for businesses have several months before RIM wholeheartedly embarks on major changes. Here’s what you need to know about Heins and the future of RIM.

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Major Changes?


If you’re worried about Heins doing something with RIM that might hurt your company, don’t fret. In a call with analysts on Jan. 23, Heins said that he doesn’t believe many changes will need to be made to fix RIM, seeming to indicate that things will be almost status quo from here on out.

Vertical Integration


By all accounts, it appears Heins is standing by RIM’s BlackBerry model of vertical integration by way of hardware and software design. So, don’t expect RIM to ditch its software or hardware divisions anytime soon.

Licensing BlackBerry OS?


Industry analysts seem divided on whether or not it’s a good move for RIM to license the BlackBerry OS to other handset makers. According to the Wall Street Journal and other reports, Heins confirmed that the company is thinking about licensing the BlackBerry platform to competing device makers.

Marketing Revamp


One of Heins’ first moves will be to hire a Chief Marketing Officer for the company to further stave off shrinking market share, according to London’s Globe and Mail. At the same time, Heins advised in his first conference call with investors not to expect any “seismic changes” in RIM’s strategy.

Underestimating Apple?


Heins said during a Jan. 23 call with analysts that Apple is the “other fruit company,” and tried to draw similarities between his firm and the iPhone maker. It was an odd statement, and seems to underscore a general lack of understanding of how Apple works and why the company is successful.

Attracting Consumers


As Heins draws comparisons between his company and Apple, he seems to be indicating that his firm will focus on attracting consumers to the BlackBerry, which could be bad news for enterprises.

About That Enterprise Focus


Heins has made it clear that he wants to bring all stakeholders into the mix, and that could mean deemphasizing the enterprise at some point in order to compete with Apple and Android devices in the consumer marketplace. While such a strategy may be necessary for RIM’s survival, it could create headaches for the enterprise.

Blinded By the BlackBerry?


Heins’ statements indicated that he doesn’t appear to see the flaws in RIM’s BlackBerry platform or applications compared with current market competitors Apple and Android.

BlackBerry Services


If you’re a devoted BlackBerry Enterprise Server user, don’t worry about losing it. Heins said during the analysts call that he’s committed to RIM’s services, and he’ll continue to make these a key part of his strategy in the coming months.

Same Old RIM


So far, Heins seems to be indicating that what you’re going to get from RIM in the next several years, is, well, more of the same old RIM.

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