BlackBerry maker confirms 'significant' job cuts amid review

It is understood RIM's workforce of 18,000 could be reduced by around 2,000 jobs, representing 11% of its workforce.

Thorsten Heins, president and chief executive of RIM, said the review would consider "strategic business model alternatives", along with investigating how to leverage the BlackBerry platform through partnerships and licensing opportunities.

Some have speculated that the review could lead to a sale of the business.

The company is also expecting an operating loss in its first quarter, with Heins warning that "our financial performance will continue to be challenging for the next few quarters."

RIM aims to save $1bn (£638m) by the end of fiscal 2013 through "significant spending reductions and headcount in reductions", as it seeks to target "better efficiency and use of resources in our sales and marketing initiatives". 

Heins revealed that the job cuts were part of a wider goal of "eliminating fragmentation, duplication and inefficiencies".

However, RIM has reassured investors that it will continue to spend in key areas associated with the launch of its BlackBerry 10 operating system, which will involve its biggest marketing campaign to date. RIM’s global ad agency Abbot Mead Vickers is currently developing the BlackBerry 10 campaign.

Earlier this month, the company brought in former LightSquared executive Frank Boulben as its chief marketing officer, as it gears up for the BlackBerry 10 marketing campaign.

It also poached Kristian Tear from Sony Mobile to act as its chief operating officer.

The company is banking on the successful launch of the new operating system, following abject sales of its PlayBook tablet computer and losing out to Apple and Samsung in the smartphone market. 

Follow Matthew Chapman at @mattchapmanUK

This article was first published on marketingmagazine.co.uk