RIM (Research in Motion) is the maker of the highly
successful Blackberry smart phone. The past couple of years, however, have been
turbulent for the company and that all came to a head on Sunday when the
Co-Chairmen & CEOs, Jim Balsillie and Mike Lazaridis, resigned. Starting
Monday, January 23rd, COO, Thorsten Heins will take over the reins
of the organization.
While many speculate why the RIM fell behind in a market
they once led, the fact is they continued promising investors that their next
big breakthrough was just around the corner. Except, after weeks, months and
years there were still no results. The hope is Thorsten will lead them back to
the leading edge they once held.
It’s clear that RIM is walking the plank. Over the past
couple of years, Apple and Google have been eating RIM’s lunch, and there has
been much speculation about their being acquired by a competitor. Yet, the tech
company continues to say ‘give us more time’. Thorsten may possess the
leadership and marketing skills to move them to the next level. At the same
time, he was part of a failing enterprise. The only thing RIM may have
succeeded in doing is playing the shell game. Perhaps, once again, they are
buying time.
RIM isn’t the only business having this problem. In the
early 80s, Xerox was the inventor of the first mouse we use for computers. They
also invented the first laptop and had a number of other R&D breakthroughs.
Except, they were poor at commercializing their innovations. When Steve Jobs
visited Xerox, he saw the many innovations and took them back to Apple. The
rest is history.
Perhaps RIM’s precarious future is reminiscent of IBM in the
late 80s. When IBM was in trouble, they brought in Lou Gerstner. He was an outsider for the technology
industry. He brought to the table leadership and a fresh perspective. RIM needs
the same.
RIM has tough decisions to make. They are being rather nice
to people who have caused the stock price to drop 75%. From my perspective,
they are taking a huge risk by keeping Thorsten who was COO and keeping the
Co-CEOs in the organization as Vice Chair and Director.
Right now RIM needs to bring in an entirely new leadership
team and distance themselves from the Co-CEOs. If they still have value, they
can be leveraged as consultants with no decision-making authority.
Second they need to stop seeing RIM as a device company.
They need to look at themselves as, let’s say, an entertainment company or an
information network. That way they can create service offerings to differentiate
themselves. Their devices become a way to get services to the public. If they
view themselves from another perspective, it would completely change their
marketing strategies. Additionally, they would have to build organizational
structures like an entertainment or information network company.
Such a move would take guts. It would require tough
decisions and someone with a bold vision to execute it. They would also need to
make a leap in how quickly they go to market. If they structure themselves as a
different kind of industry, outsourcing may be a more cost efficient way to
produce devices as well as intellectual property.
From the way it appears, the board seems to have great hope
for Thorsten. However, everyone knows that hope is a poor strategy.
What do you think?