With the new BlackBerry 10 operating system and compatible handsets to be officially unveiled next Wednesday, January 30, Samsung has looked to belittle its resurgent competitor, showing BlackBerry handsets as dated business tools on their way out of favour with modern consumers.
A former giant of the business orientated smartphone scene, BlackBerry handsets have fallen out of favour with many businesses and employees in recent months, with many companies now offering staff a supply your own smartphone scene. Making fun of BlackBerry’s ailing primary market, Samsung has hinted that the RIM owned manufacturer is doomed with the company, in reference to the Samsung Galaxy S3 and Samsung Galaxy Note 2, stating: “The next big thing for business is here.”
Kicking the Canadian handset manufacturer whilst it is down, Samsung’s latest jaunts come following repeated quarterly loses that has seen next week’s BlackBerry 10 release date become a make or break launch for the former smartphone giant.
With just days to go until the BlackBerry 10 release date, RIM CEO Thorsten Heins has revealed the company could be forced to sell off the BlackBerry brand if the BB10 OS fails to ignite strong consumer interest.
"We do not want to limit our options… including the sale of the hardware production,” Heins said in an interview earlier this week.
Suggesting that the company will also look to license the BB10 OS to other handset manufacturers, Heins added: “Before you license the software, you must show that the platform has a large potential. First we have to fulfil our promises. If we do, licensing is conceivable.”
Far from the first time Samsung has used advertising material to mock its closest rivals, past Samsung Galaxy Note ads have seen the South Korean company poke fun at the iPhone 5 and Apple fans, showing queues of so called fan boys being distracted by Samsung’s latest mobile wares.
Should company’s such as Samsung be belittling themselves with such petty micky taking or does it add some much needed comic relief to a largely fusty industry? Share your thoughts on the matter with us via the Trusted Reviews Twitter and Facebook feeds or through the comment boxes below.