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Old 05-09-2012, 12:08 AM
Brendan Hugo Brendan Hugo is offline
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Default RIM announces Boulben, Tears as CMO, COO


RIM has an image problem. No surprise there. And to help address those image problems, it's named its new Chief Operating Officer (COO) as well as its new Chief Marketing Officer (CMO). Helping Thorsten Heins steer the sinking ship as COO is one Kristian Tear, whose resume' highlights include his most recent post as executive vice president at Sony Mobile, prior to which he served various tours of duty for Sony-absorbed Ericsson in Europe, Asia, and Latin America. That's a good background.

On the other hand, Frank Boulben, the new CMO, comes from LightSquared, where he was the executive vice president of strategy, marketing, and sales. In all fairness to Mr. Boulben, LightSquared's near-complete downfall cannot be said to be caused by anything the marketing department has or has not done. In fact, the experience of marketing a severely struggling company may come in handy. I would consider it a beneficial, were I RIM.

Quote:
"Kristian and Frank bring extensive knowledge of the rapidly changing wireless global market and will help RIM as we sharpen our focus on delivering long-term value to our stakeholders," RIM chief executive, Thorsten Heins, said in a statement.
It will be quite interesting to see how these two pan out as most right now view RIM to be a lost cause. I think these men are two wise selections. Tear's experience at Sony and Ericsson should serve him well, and hopefully offer a wider view to in-house promoted Heins. And assuming that it can be pulled off, a fresh marketing strategy befitting a start-up may be exactly what RIM needs—as it works on somewhat reinventing itself—and especially as it pursues new, less-tapped markets. Thoughts, anyone? Is this fresh blood a good sign, or does RIM desperately need leadership with more radical plans and/or experience to pull off what could be the coup of the tech world?

[Fox Business]
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