A week after RIM released some unfavourable Q1 earnings, RIM’s new Chief Marketing Officer Frank Boulben got a chance to sit down with the Toronto Star for an interview.
Boulen’s plan for marketing BlackBerry 10 steps away from RIM’s old marketing tactic of developing ads for each region and towards developing the brand’s global identity and values. Seems like a good policy considering how a few small-scale marketing efforts in recent history have been a bit embarrassing for RIM.
Frank also says the demand for a new BlackBerry platform among carriers in the US is rather strong. Mobile sales in the US are heavily influenced by the training that sales associates receive and the massive marketing efforts that carriers take on.
I have to mention that the new BlackBerry 10 Launch date lines up pretty well with the biggest TV marketing event in the US: Super Bowl 47.