The BlackBerry has always targeted the enterprise sector, but now that many businesses have adopted Bring-Your-Own-Device practices, its manufacturer, Research In Motion (RIM) is drastically rethinking its strategy: To mount a comeback, it needs to win over consumers, too.

RIM reported a quarterly loss of $518 billion in June, and a recent study by IDC placed BlackBerry’s market share at just 4.8 percent — which isn’t really a surprise, given user trends. With more companies allowing employees to bring their own devices to work, most consumers choose iOS or Android-powered smartphones. Naturally, RIM CEO Thorsten Heins is throwing his weight behind the launch of a new OS, BlackBerry 10, and new devices.  Problem is, he’s insanely late to the party. In an interview with Michelle Maisto of eWeek, Heins sounds like he’s finally embraced the same idea that Steve Jobs and Apple embraced — over five years ago.

“The distinction between a corporate user and a consumer doesn’t give us the right angle in looking at the market. We need to look at the person, we need to look at the people. I’m sure you’re absolutely aspirational in your business. And I’m sure you also have elements … in your private life that you also need to succeed in, whether it’s running a family or a charity, or being the coach of a female soccer team — whatever it is. You have your corporate definition of success and you have your personal definition of success.”

RIM’s last chance at possibly winning its market share back is its upcoming BlackBerry 10 platform and devices, whose release has been delayed twice already. It’s now set to launch in early 2013.

Read the article here: RIM CEO: BlackBerry 10 Needs Business Users, Consumers
Read the IDC study here: IDC Worldwide Quarterly Mobile Phone Tracker.

Image used under Creative Commons by Official BlackBerry Images.