RIM Q1 Earnings Are Low- Click here http://bit.ly/jKhYpq for full article

RIM Q1 Earnings Are Low- Click here http://bit.ly/jKhYpq for full article

There was a time in the mobile phone world when all you heard about were BlackBerries. Before iPhones and Androids, there was the sleek, compact phone from Research In Motion. Everywhere you looked, people were tapping and clicking those handy devices.

Based out of Canada, Research In Motion (RIM), introduced a product so addicting and excessively used that it eventually became known as the “CrackBerry”.

Products and profits

But Research In Motion’s quarterly results present a new story. It seems the company has been unable to stay fresh, hip and addicting. They recently posted a 10 percent loss.

In a business where a single product can topple or resurrect a company, that percentage is engulfing. RIM cites announced layoffs and product delays for the decrease. Experts predict that RIM’s profit for the full fiscal year could be even more damaging.

Create, recreate

RIM co-CEO Jim Balsillie has gone on record saying that “Delivering new products has proven more challenging than anticipated.” It seems RIM’s leadership just can’t keep up with the creative wizards at Apple. Steve Jobs and his army of young, stylish developers pump out one exciting product after another.

The BlackBerry has succeeded in the corporate market, but can’t duplicate its success in the larger, more profitable consumer market. Third-party applications, which Apple and Android have mastered, remain slippery to RIM. They also haven’t addressed one of the most important purchasing factors: appearance.

Founder Mike Lazaridis needs to study Apple CEO Steve Jobs’ playbook. In it, he will learn the crucial role aesthetics play in the choices customers make – shoppers buy things that are attractive.

Jobs is a scientist when it comes to merging look and performance. Apple’s products are fun to look at and easy to use.

Mapping the enemy’s territory

If RIM wants to get back in the mobile phone ring, they need to revamp the way they train. They need to duplicate Apple’s approach, which focuses on aesthetic design, inventive advertising campaigns and the most basic usability. That is the only way they will create a devoted consumer base.

RIM’s tablet computer, the PlayBook, was supposed to inject the company with some BlackBerry-like capital and popularity. It bombed. “The launch did not go as smoothly as we planned,” Balsillie said.

Balsillie needs to call Jobs and listen to what he has to say.