Tough phase and bad management pulls Blackberry down. After the resignation from both CEO and the founder of the company, the new CEO named Thorsten Heins—an engineer who joined RIM from Siemens four years ago—is further unnerving the investors.  According to analyst, Heins statement “‘We are a great innovative company, but sometimes we innovate too much while we’re building a product” rang loud and clear bells in the heads of the investment gurus. In terms of Blackberry app developers, they find security in developing for Apple and Android.

Currently, Apple and Android have a stable or rather a growing market. However, in order to keep up with the market, the CEO has a strategy in place which will only start making a difference in the company’s state after Second half of the year. That too depends if the strategy worked for people interested in buying smart phones and tablets.

RIM’s strategy is inclusive of launching Blackberry 10, which is a combination of Blackberry 7 and Playbook platform.  RIM is planning to sell this platform with new line of BB curve devices and a flagship bold device. It is said that the platform would open many opportunities in the arena of Blackberry apps development.

Analysts’ View

Analysts think the appointment of a new CEO as a step in the right direction; however, improving the marketing strategy alone will not work for RIM. RIM has lost its competition not due to of its poor marketing strategy, but its failure to launch advanced devices at the right time. It also failed to keep up the confidence Blackberry application development companies for continued attractive application for the platform. Due to delayed launch of next generation BB devices, iPhone and Android has taken over the smart phone market.

To recuperate its state, RIM’s new Operating System must be better than Apple and Android. It should consider providing better facilities, SDK and licensing terms to lure BB apps developer. RIM is behind, which is a much deeper issue than the management shuffle problem. There is no strategy for RIM than upgrading and running faster than its competitors.