BlackBerry maker Research in Motion, who has spent millions recently in Australia on what has been described as a “desperate” “Be Bold” advertising campaign, is now paying the price with the struggling smartphone Company set to slash up to 6,000 jobs.One commentator wrote of the RIM campaign “This pink and purple mess looks a bit like an advertising executive just vomited his late-night cocktail onto a page and presented it to RIM. “That’ll do,” he probably thought. “They’re shafted anyway.”
The campaign which kicked off in Australia with the Canadian Company trying to take a stab at Apple – a Company who has taught RIM a lesson in how to deliver smartphones- was followed by “Be Bold” stickers on lift doors and outdoor posters, which has done nothing to lift sales according to Telstra executives.
One Telstra store manager said “The Blackberry phone is dead, no one smart wants to be associated with it. Teenagers don’t want it, women don’t want a Blackberry and those business executives that did own a Blackberry are trying to get their Corporate masters to allow them to switch to an iPhone or Android device. The brand is broken”.
According to Reuters RIM is set to announce major cuts to their operation 24 hours prior to the Company announcing their quarterly results on June 1st.
Between 2000 and 6000 jobs worldwide are set to go immediately.
Earlier this year Adel Beachley, the former President and Managing Director, Australia & New Zealand at RIM, made a sudden exit from the Company.
It is not known whether a complaint of harassment that was made by a former RIM marketing manager had anything to do with her exit from the Company.
The latest round of layoffs at the struggling Company is set to affect marketing, PR and sales personnel, “This is not surprising considering their recent advertising debacle” said a carrier executive.
RIM is believed to have 16,500 staff globally. This is down from 20,000 three years ago.
In March the Company reported a net loss as sales plummeted.
Last July it announced plans to cut about 11 per cent of its workforce, or 2000 jobs.