New RIM market pitch: BlackBerry's not just for business
Facing competition from a new and faster iPhone from Apple, Research in Motion (TSX:RIM) is launching a campaign to try to broaden the appeal of the Blackberry beyond business users.
RIM told its annual meeting this year that it wants to change the perception of its brand to deliver the message that Blackberrys are for more than just work.
The move follows lower than expected first-quarter earnings that caused shares to slump by 12 per cent in one day last month.
RIM earned $482.5 million US in its first quarter, which ended May 31, up from $223.2 million a year ago as revenue more than doubled.
However, the earnings and revenue missed analyst expectations. RIM recently said it will ship its 40 millionth BlackBerry smartphone this summer.
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