RIM Needs to Stop Embarrassing Itself

on May 10, 2012

I haven’t seen a company embarrass itself as much as RIM has in the last year or so. From failed products to sad attempts at marketing, it seems that RIM doesn’t know when it’s time to take a step back.

There’s a lot to be said for the bravery of a fighter that repeatedly gets back up after being knocked down. However, RIM has been knocked out. The company needs to take a step back, regroup and do something substantial.

In its latest debacle, RIM hired a busload of protesters in Australia to hold up signs outside the Apple store that read “WAKE UP.” Really? Apple needs to wake up?

While nobody knew it was RIM that organized the protest, sleuths on the Internet quickly tracked it back to them. A couple of weeks later RIM followed this up with its “Wake Up. Be Bold.” Web site. The site contains the most confusing message directed at Apple.

It reads:

It’s time to mean business.

Now, before you go looking for your suit and briefcase, we’re not talking about that kind of business.

Business is no longer just a suit-wearing, cubicle-sitting, card-carrying kind of pursuit.

These days being ‘in business’ means you’re the kind of person who takes action and makes things happen.

You don’t just think different… you do different.

It’s a simple choice:

You’re either here to leave your mark and eat the opportunity for breakfast


You’re satisfied to just float through life like a cork in the stream.

Now, we know some people will choose to float on by and that’s fine.

Being in business is not for everyone, but unfortunately… there is no middle ground. You’re either in business or you’re not.

For those of us with our eyes wide open, we need to realize there’s only one device for people who mean business… the brand that’s been in business from the very beginning.

The only word I could come up with to adequately describe this campaign is pathetic.

RIM is talking to Apple, the company that changed the smartphone and tablet markets forever. Apple is defining every market they enter, forcing all of its competition to rummage for the second place scraps.

These days, RIM isn’t even on anyone’s radar as a competitor. Remember this is the company that made it’s name with secure email and then released a tablet that couldn’t do email.

What RIM needs to do is keep quiet for a while so it can work on products that will appeal to consumers and businesses. It is the quality products, not silly marketing campaigns that will win people over.

RIM is right about one thing. “Being in business is not for everyone.”