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BLACKBERRY IS NO LONGER JUST FOR THE SUITS.

McDermott, John jmcdermott@adage.com

Advertising Age; 2/11/2013, Vol. 84 Issue 6, p20-20, 1p

Interview
奥克兰assignment代写

*CHIEF marketing officers

*BLACKBERRY (Smartphone)

*MARKETING

*SMARTPHONES

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.

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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.