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March 22, 2012

RIM's obituary:Can the "#BeBold "save Blackberry

Research In Motion said its Be Bold cartoon superheroes unveiled in a recent blog infographic were always "intended to be a bit of fun" and are not a new ad campaign.
The BlackBerry maker, in an update posted Tuesday, admitted that its original blog, posted last week, had received "a lot of attention over the last couple of days."
RIM's slice of the lucrative US smartphone market fell to 9 per cent in the third quarter, down from 24 per cent a year earlier, research firm Canalys said in a report this week. 

Globally, the report placed RIM in fifth place among competitors, with 10 per cent market share, compared to 15 per cent a year earlier. It was the latest in a string of data points tracing RIM's dwindling global market share 
The original blog spurred many bloggers and BlackBerry users to criticize RIM's lack of marketing prowess, an issue the recently installed RIM CEO Thorsten Heins said he plans to address, partly by hiring a new chief marketing officer. RIM  in today's context " has been " seeing of its worst years, with declining marketshare of RIM Smartphones, as Consumers increasingly  lapping up Tablets,  Apple's iPad, or Kindle Fire,
RIM's updated blog explained how the Be Bold concept evolved, starting with RIM's request to BlackBerry Twitter followers to submit New Year's Eve resolutions on how they plan to "Be Bold" in 2012. RIM said it received 35,000 such resolutions via Twwitter, Facebook and giant billboards in Times Square.
During the 2011 Q3 quarter, RIM sold 150,000 PlayBooks to retailers (sell-in), although consumers bought more than that. By way of comparison, Apple sold about 120,000 iPads every DAY during its last reported quarter, which ended Sept. 30. And that was before the holiday shopping season kicked in