Monday, November 20th, 2017

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RIM Suffering From Confusion in Direction

RIM's PlayBook has proven unsuccessful and could get canceled.Research In Motion, the creator of the BlackBerry, appears to be suffering from an ambiguous business strategy, according to The Wall Street Journal.

When RIM introduced the BlackBerry, the idea of a smartphone had yet to truly emerge, referring to the device instead as a personal digital assistant. At that time, the market was dominated by business professionals and RIM catered exclusively to this group.

Particularly since the introduction of the iPhone and even more so since the development of the Android operating system, the market for smartphones has expanded dramatically to include more casual users.

RIM's new tablet, the PlayBook, seemed capable of catering to both audiences, but the company illustrated the division within its ranks by creating a major advertising campaign for the device before ultimately dropping it in favor of a more conservative approach.

"There's an internal war going on around the marketing message," one executive told the Journal. "Even the guys at the top don't agree."

Rumors have swirled that the company plans to cease production of the PlayBook, as HP chose to do with its failed TouchPad. Though the company denies the rumor, ZDNet's Larry Dignam suggests that the company should cancel the device and look in a different direction, though he admits that move is unlikely.

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