Wednesday, July 11, 2012

RIM's New Marketing Chief Makes No Sense

NEW YORK (TheStreet) -- Tuesday's shareholder meeting for Research In Motion(RIMM_)was dead boring, with no real news. As a result, the stock got hammered on Tuesday -- down 6%.

One of the strangest things I found had to do with RIM's new chief marketing officer, Frank Boulben. He did an interview with Canada's Globe and Mail on Monday and a TV interview Tuesday.
RIM CEO Thorsten Heins made a big deal on Tuesday during his remarks on his new management team that he'd personally assembled and was going to turn RIM into a "lean, mean hunting machine." (Seriously, he said that.)
Is there any other position on that team more critical than marketing? For years, RIM has emphasized engineering over marketing. Founder Mike Lazaridis believed that giving names to his devices was silly marketing fluff. So he decided all that was needed was a bunch of four digits for device names like 8900 or 9500.

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