Over the last two years, RIM (Research in Motion) has been plagued by lagging sales, dwindling market share, layoffs and criticism of RIM’s top leadership. Not to mention last October’s massive service outages, plus the rising popularity of Android and iOS devices amongst business users. All these factors has certainly put a lot of pressure on BlackBerry's upcoming BlackBerry 10 OS to make or break RIM's current situation. Tossing aside allegations about the true reason behind its delay, things are starting to look up with the OS set for a showcase at MWC 2012. Leaked photos of the first alleged BlackBerry 10 phone codenamed London have also revived interest in the OS. In the interim, RIM has not been resting on its laurels; they have created the Bold Team, a group that comprises of four cartoon characters, and an infographic based on responses from Twitter users about their plans to #BeBold in 2012.
The Verge - "... RIM compiled all the data it received and used it to create the Bold Team, four inspirationally ridiculous cartoon characters who will lead the company to the promised land in the coming year. Actually, RIM made it clear that the infographic it put together was just for fun, but we're hoping the company realizes just what it has here — these four heroes are just what the company needs to get back on track after a brutal 2011. Perhaps GoGo Girl, "the achiever," can get the BlackBerry 10 OS launched before late 2012 and Justin Steele "the advocate" can keep customers buying from its rather outdated portfolio until there's more exciting hardware on the market."
RIM - More than this, four bold characters emerged from your #BeBold resolutions, and it’s clear to us that all are bravely stepping out of 2011 and into a 2012 filled with unlimited possibilities. Which are you? Tell @BlackBerry on Twitter!
A laudable or laughable attempt? Either way, the more important question is: how does this add up in the grand scheme of things? It does seem like BlackBerry is taking a breather from its business-centric image as part of ushering in more fun, whimsical and less corporate-heavy BB10 devices with an upbeat and youthful approach. Nonetheless, this will hopefully generate some buzz before BlackBerry 10's demonstration at MWC 2012.
Check out the infographic here.
Source: RIM - BlackBerry Blog via The Verge