New BlackBerry leader must rediscover the brand’s USP

Given BlackBerry’s poor performance, the double departure of brand owner Research In Motion’s co-CEOs Mike Lazaridis and Jim Balsillie ( BBCEO) smacks more of a quick dash for the exit rather than what the former describes as “passing the baton”.

One of the problems is that the BlackBerry brand has lost its USP. Rival instant messaging apps like Whatsapp are now common features across other smartphone platforms, and the once-lauded BlackBerry Messenger email system is becoming increasingly overshadowed.

The rescue package put together by RIM chief operating officer Thorsten Heins involves rallying the company’s troops to launch the next-generation BlackBerry 10 handsets later this year. His focus on delivering the hardware is admirable, but the smartphone market is saturated and the worry is that RIM will always remain one step behind the other big players.

Investors have been questioning for a while what RIM’s strategy is. The problem is that the likes of Apple and Samsung are so dominant in their space, that it’s hard to envisage what RIM can do now to gain any ground.

Ernest Doku
Technology expert

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here