Let's Rock and Roll This!

Quarantine the damage; Start Building the Love. It's time to setup a BlackBerry USA division.

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BlackBerry USA


This is an editorial that's been in my head for a while now, and if you listened to my recent guest appearance on the Engadget Mobile Podcast you will have already heard a good chunk of it. With today being Valentine's Day and this article aimed at re-building the love for BlackBerry in the USA, the timing is right to publish it.

Long story short, I think Research In Motion formally needs to set up a BlackBerry USA division, complete with a newly appointed President of BlackBerry USA. Doing so will help RIM to better control the "BlackBerry" message within America and more importantly, help place a more clear distinction and barrier between BlackBerry USA, where sales are lagging and the brand isn't perceived so hot right now, and BlackBerry in the rest of the world, where the brand is still held in high regards.

Furthermore, as the company launches its new BlackBerry 10 phone line later this year, having a dedicated President of BlackBerry USA whose key role is to communicate with US media and Wall Street will help foster a stronger relationship with the company. I like RIM's new CEO Thorsten Heins a lot, but he can't spend all of his time doing interviews - he has to actually run the company. Unfortunately, through this transitional period and into the launch of BlackBerry 10, I think a lot of BlackBerry face time is needed in the USA. Having an extra well-positioned BlackBerry spokesperson to share the work load on the communications front will only help.

It's time to change the name of Research In Motion to BlackBerry

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BlackBerry!

While Research In Motion carries out the process of recruiting a new Chief Marketing Officer to the company, I've decided to temporarily fill the position by throwing some CrackBerry Kevin BlackBerry marketing logic into the ether. You know what they say - no time like the present. And with new CEO Thorsten Heins set to present his ideas for change to RIM's board in two weeks time, the sooner we get these ideas -- both big and small -- out there, the better. Let's kick things off today with what I feel is a long overdue name change.