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RIM sticking with consumer goods, just 'refocusing' on enterprise

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Some people got the wrong idea yesterday when RIM's new CEO Thorsten Heins said the company was refocusing on the enterprise market and would stop trying to be "all things to all people." Many took the post-earnings call comment to mean that RIM would be exiting the consumer market, an assumption that didn't seem like much of a stretch considering its failure to capture the imagination of users outside the office place. Things weren't made any better when Heins seemingly left the door open for the manufacturer to leave the hardware business entirely. However, in a statement, managing director of global sales and regional marketing Patrick Spence clarified that "the claim that RIM has said it will withdraw from the consumer market is wholly misleading." He continued to explain that, "whilst we announced plans to refocus our efforts on our core strengths, and on our enterprise customer base, we were very explicit that we will continue to build on our strengths to go after targeted consumer segments." In particular there still seems to be hope that BBM can become a staple in the lives of young trend setters, but it'll probably need some help from cross platform clients to do so.

Update: Just in case there was any doubt RIM has posted a clarification on its blog saying in no uncertain terms that the consumer market is still a target. "To be really clear, we are fully committed to the consumer market," there really isn't any way to misconstrue that. Hit up the more coverage link to read the whole post.



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