The more RIM changes, the more RIM stays the same. In an uncharacteristic move for the usually conservative Waterloo company, RIM's Australian arm recently sent off a group of hirelings to "protest" outside Sydney's Apple Store with placards reading "Wake Up." That has been accompanied by newspaper advertising and now a dedicated website with the strapline "Wake Up, Be Bold," though if you were hoping all of the activity was building up to something good, you might be disappointed.
"You're either here to leave your mark and eat opportunity for breakfast, or you're satisfied to just float through life like a cork in the stream."
A blusterous Antipodean voice starts explaining to us how business has changed, how it's "no longer just a suit-wearing, cubicle-sitting, card-carrying kind of pursuit," but nobody bothers to clarify how RIM has changed along with that. The obligatory shot is taken at Apple with the words "you don't just think different, you do different," though again without making a connection to any of the products RIM is selling. So, in short, RIM challenges us all to become business men and women, urges us to "make things happen," and gives us absolutely no reason to choose its smartphones over any others. Guess you really do have to be bold to buy a BlackBerry.