Research In Motion, the Canadian smartphone maker known for its BlackBerry brand, announced that Alex Lambeek will become its new president for the China region.

Prior to this, rumors were swirling that RIM would soon make adjustments to its Chinese market strategy. With this news, Gregory Shea, former president for RIM China, will become an adviser for the China region. At the same time, Alex Lambeek, former vice president of sales for China and vice president of marketing for Asia Pacific, will take the Shea's previous RIM job.

The new appointment has been officially announced by the company; meanwhile, Lambeek will continue his role as vice president of marketing for Asia Pacific.

Lambeek joined RIM at the beginning of 2011 and has been taking the responsibility for marketing in Asia Pacific. Prior to that, he worked for Nokia in Asia Pacific and many other countries around the world, leading the entry-level phones department worldwide, especially targeting the emerging Chinese, Indian, and Indonesian markets.

RIM will apparently readjust its strategy for the Chinese market in 2012 by diminishing its handset partnerships with operators and greatly increasing its retail channels, including new BlackBerry sales outlets and handset experience stores. RIM will also lower the price of its products in China, and will introduce BlackBerry Internet Service pricing subsidies.


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