IT Management Slideshow: 10 Things CIOs Can Expect From RIM's New CEOBy Don Reisinger | Posted 01-24-2012
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.
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.
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.
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.
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.
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.