Was RIM Responsive Enough In The Wake Of Media Turmoil
Under pressures from its market rivals, RIM and its corporate distinction of catering to executive performance, has been called into question on reports that reliability, along with inferior app developer relationships may render its Blackberry mobile phone devices incompatible with future market interests. In addition to its recent announcement that the company plans to pursue greater interest from Silicon Valley app developers with its new BBX operating system, the makers of Blackberry devices are now offering its current users free apps, in an attempt to not only restore credibility and loyalty, but to create market excitement and curiosity.
Last month, Blackberry users found themselves unable to receive data on their Blackberry devices after the company's worst recorded outage in its 12 year history. Company executives scrambled to restore service after reports on Monday, October 10th, that service in Europe had been interrupted and by that Wednesday, reports were that disruptions had spread to five continents, including North America. Blackberry notified its customers by email and on their website, that users may begin to experience messaging and browsing delays which having been caused by a core switch failure within RIM's infrastructure, were then subsequently exacerbated by an insufficient failover back-up switch which did not perform as previously tested, and had incapacitated certain segments of its usage. Blackberry also noted on its website that users may experience intermittent service delays, but that a resolution to this outage was imminent. Since repairs were made and service has been restored, Blackberry has issued an apology to its users in a video posted on its website, "I want to apologize to all the BlackBerry customers we let down," says Mike Lazaridis, RIM's president. In an effort to curtail bad press, Blackberry users have been offered a selection of complimentary premium apps downloadable from its Blackberry App World, free of charge, and available through the end of 2011. This in hopeful preparation for its better performance and in recognition of its efforts to initiate more and better valued applications from developers who may be interested in marketing to a more professional, executive-level device user, and in an attempt to placate the contingent.