Record: 1 奥克兰assignment代写
BLACKBERRY IS NO LONGER JUST FOR THE SUITS.
McDermott, John email@example.com
Advertising Age; 2/11/2013, Vol. 84 Issue 6, p20-20, 1p
*CHIEF marketing officers
DESIGN & construction
RESEARCH In Motion Ltd.
BOULBEN, Frank -- Interviews
An interview is presented with Frank Boulben, Chief Marketing
Officer (CEO) of the high technology industries firm BlackBerry,
formerly Research in Motion Ltd. Boulben states that the
company's BlackBerry 10 smartphone was designed to appeal to
consumers for purposes other than business. He says that many
consumers wish to have a physical keyboard on their smartpones.
Boulben discusses marketing strategy for the BlackBerry 10.
Academic Search Complete
BLACKBERRY IS NO LONGER JUST FOR THE SUITS
CMO Frank Boulben talks about creating a phone for the professional and the artist in us all
If half the fun of being a chief marketer is helping your company overcome branding challenges, no
one is having more fun than BlackBerry CMO Frank Boulben. Not only does his company hold a
dismal 5% of smartphone-market share, he faces stiff competition from Apple and Google's Android.
But with the release of the company's latest smartphone platform, BlackBerry 10, Mr. Boulben is
determined to turn BlackBerry from David back into Goliath. So far, the company has taken over The
New York Times home page, hosted the newspaper's inaugural Dealbook conference in December,
run its first Super Bowl ad and changed its name to BlackBerry from Research in Motion.
Mr. Boulben's biggest obstacle, however, will be convincing the world that BlackBerrys are no longer
just for the boardroom.
BlackBerry has always been the quintessential professional device, but now you've built all these
entertainment experiences into it.