BlackBerry’s Revival: A Blueprint for Success

In a swift move, technology giant BlackBerry has entrusted its fate to a new leader, promising a revitalization of its global standing. While the once-indomitable brand has faced recent challenges, the appointment of Thorsten Heins as CEO signals an unwavering determination to regain its former dominance. delves into the transformative steps that BlackBerry must embrace to secure its future.

1. Make BlackBerry 10 Insanely Great

As users seek advanced technological experiences in their mobile devices, a robust and up-to-date operating system is paramount. The former struggles faced by BlackBerry can be attributed, in part, to its aging operating system. Attempts to revitalize the BlackBerry OS with superficial enhancements have fallen short of captivating mobile users who demand a more substantial solution. To compete effectively with industry leaders like Android and iOS, nothing less than a groundbreaking new operating system will suffice.

Thorsten Heins, BlackBerry’s current CEO, has identified the urgent need to release BlackBerry 10 with minimal delay. While speed is of the essence, it is crucial that the new OS meets stringent quality standards. Releasing a flawed or incomplete operating system would be detrimental to the company’s reputation. The goal is to create an “insanely great” user experience, setting the bar high for BlackBerry 10.

2. Purge the Portfolio

When tech visionary Steve Jobs returned to Apple after years of absence, he carried with him a striking tool: a bold red marker pen. With unwavering determination, he embarked on a mission to streamline the company’s sprawling product line. Driven by the belief that “deciding what not to do is as important as deciding what to do,” Jobs relentlessly slashed the number of offerings. His laser-focused approach has since become an industry benchmark.

For RIM (now known as BlackBerry), a similar strategy is paramount. To reclaim its once-dominant position in the smartphone market, RIM must relentlessly wield its “marker pen” and cull its cluttered portfolio. An overabundance of near-identical BlackBerrys, distinguished solely by superficial chrome accents, fails to resonate with discerning consumers.

Instead, RIM’s efforts should coalesce around a select few exceptional devices. By mercilessly eliminating the plethora of uninspired, plasticky offerings, the company can concentrate its resources on developing truly compelling products that meet the evolving needs of its target audience. This strategic purge will enable RIM to recapture its former glory and regain its status as a true industry leader.## 3. Ditch the Teens

In the realm of mobile technology, appearances can hold significant sway over brand perception. Case in point: the BlackBerry, notorious for its plasticky exterior. While such an aesthetic may appeal to certain niche audiences, it ultimately undermines the device’s aspirational value. To elevate the status of the BlackBerry brand, a strategic shift is required.

Breaking Away from the Predominantly Youthful User Base

Targeting teenagers as the primary user base poses a double-edged sword. While they may initially embrace the brand, their fickle nature and evolving tastes ultimately lead to a decline in brand loyalty. As they progress through developmental milestones, adolescents tend to shed their childhood gadgets for more sophisticated options.

Repositioning the BlackBerry as an Aspirational Device

To reclaim its position as a desirable brand, BlackBerry must break free from its association with inexpensive and excessively youthful hardware. By introducing higher-priced models with enhanced design elements, the brand can create a sense of exclusivity and aspiration. This strategic shift will align the BlackBerry with a more affluent and discerning consumer base.

Embracing Exclusivity: Fewer, More Expensive BlackBerrys

The era of ubiquitous, affordable BlackBerrys must come to an end. By reducing the number of devices produced and increasing their price point, the brand can establish an image of rarity and desirability. This strategy will cater to consumers who seek products that embody sophistication and exclusivity.4. Captivating Design Elevates Your Brand

Your brand’s visual appeal is a crucial factor in attracting and retaining customers. Take the example of BlackBerry, a company that witnessed diminishing success over the years. A closer examination of their smartphones reveals a consistent design aesthetic, leading consumers to question the company’s commitment to innovation.

BlackBerry’s reluctance to revamp its design has resulted in a perceived lack of progress and excitement. To truly differentiate itself, the company must invest in a talented design team capable of transforming its hardware into a symbol of modernity and style.

By embracing this transformative approach, you can enhance your brand’s image, attract potential customers, and establish a lasting connection with your audience. Remember, a visually appealing and memorable brand experience holds the power to drive success in today’s competitive marketplace.


1. Who replaced BlackBerry’s former chiefs, Mike Lazaridis and Jim Balsillie?
Answer: Thorsten Heins, RIM’s chief operating officer.

2. What is the main challenge that Thorsten Heins faces as BlackBerry’s new CEO?
Answer: Turning around the company and catching up with competitors like Android and iOS.

3. What is the first priority for Heins in improving BlackBerry’s situation?
Answer: Releasing a “insanely great” BlackBerry 10 operating system with minimal delays.

4. What should Heins do to streamline RIM’s product portfolio?
Answer: Purge the cluttered portfolio by focusing on a few great devices and eliminating redundant models.

5. Why is it important for Heins to make BlackBerry cooler and less appealing to teenagers?
Answer: To elevate the brand cache and align it with a more aspirational demographic.

6. What is a major flaw in BlackBerry’s design philosophy according to the article?
Answer: Lack of innovation and stale design that has persisted for years.

7. Why has RIM’s insistence on Qwerty keyboards been criticized?
Answer: Because touchscreens have become more popular and efficient.

8. What does the article suggest Heins should do with RIM’s Qwerty keyboards?
Answer: Eliminate them to embrace touchscreens.

9. What is one of the biggest advantages of Android and iOS over BlackBerry OS?
Answer: A wider range of apps and features.

10. How has RIM tried to improve its BlackBerry OS in the past?
Answer: By making superficial cosmetic updates, but without addressing the core issues.

11. What is the underlying reason for BlackBerry’s recent woes?
Answer: An outdated operating system that lags behind competitors.

12. What is the goal of the “Five Things Thorsten Really Needs to Do” list?
Answer: To provide specific recommendations on how Heins can improve BlackBerry’s position in the market.


BlackBerry, once a dominant player in the mobile industry, has faced significant challenges in recent years. To address these issues, the company has appointed Thorsten Heins as its new CEO, tasked with the responsibility of turning around its fortunes.

The article outlines five key actions that Heins should take:

  1. Develop an “insanely great” BlackBerry 10 operating system: Prioritizing the release of a updated system is crucial for BlackBerry to compete effectively.

  2. Purge the product portfolio: Identifying and eliminating redundant models will help RIM focus on developing superior devices.

  3. Ditch the teens: Shifting the target demographic to a more aspirational one will enhance the brand’s cachet.

  4. Stop being boring: Updating BlackBerry’s design philosophy will make the devices more appealing to consumers.

  5. Lose the Qwerty keyboards: Embracing touchscreens will align with evolving consumer preferences.

By implementing these recommendations, Heins aims to reinvigorate BlackBerry and restore its position as a leading mobile brand.

For more information on BlackBerry’s current status and future plans, visit our website here.