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be able to have voices, other than the people who are immediately working for me, be able to reach out and and send me a message about what s happening in America 9
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All this will he or won t he commentary about Barack Obama s BlackBerry was a godsend for RIM Doug Shabelman is president of Burns Entertainment, which arranges deals between celebrities and companies He estimates the worldwide publicity value of the president s struggles to keep his beloved Verizon BlackBerry 8830 World Edition Curve on assuming of ce at about $50 million He s consistently seen using it and consistently in the news arguing and arguing with issues of national security and global welfare how he absolutely needs this to function on a daily basis Think about how far the company has come if they re able to say, The president has to have this to keep in touch Laura Ries, president of marketing-strategy rm Ries & Ries and co-author of four books on brands and marketing, pegs the publicity value to RIM at more than $100 million a year if Obama were able to make product endorsements That would top the marketing take of Tiger Woods, she said How often does a president get photographed Every ve minutes The potential of him being in a photo using a BlackBerry in all likelihood is incredibly high That would be very powerful A big chunk of the public sympathized with Obama s problem In a San Francisco Chronicle poll, 50 percent of respondents said NO when asked whether Obama should have to give up his BlackBerry, and 24 percent argued he should keep it to create a (Continued )
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9 Obama Plans to Keep His BlackBerry, Hindu News Update Service, January 17, 2009
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record of his presidential doings A further 18 percent said he ll be too busy with other matters to bother with checking his e-mail Lori Sale, head of artist marketing at the Paradigm Talent Agency, says that the fact Barack Obama was not paid to promote his BlackBerry is even better for Research In Motion What makes it even more valuable than that is how authentic it is, she said Fran Kelly, CEO of ad agency Arnold Worldwide, said that Obama s tacit endorsement worked both ways While he did a lot for the BlackBerry brand, the smartphone boosted Obama s image in turn The BlackBerry anecdotes are a huge part of Mr Obama s brand reputation, he said It positions him as one of us: he s got friends and family and people to communicate with just like all of us And it positions him as a next-generation politician * John McCain suffered in comparison, when he confessed to reporters that he didn t know how to check e-mail and relied on his wife for computing On the other hand, his running mate, Alaska Governor Sarah Palin, governs by BlackBerry She has two devices and confesses she feels naked without her BlackBerrys 10
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President Barack Hussein Obama has changed everything about America already not just by being what he is but by being who he is He is not just the rst black president He is the rst BlackBerry president Tina Brown
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* For BlackBerry, Obama s Devotion is Priceless, by Stephanie Clifford New York Times,
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January 8, 2009; also Clayton Harrison, BlackBerry attered, but it d be easier if Obama let gadget go, Bloomberg News, Jan 17, 2009 10 Ross Douthat, The Palin Record: One More Look , The Atlantic, Oct 2008
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Even after the inauguration, Obama transition co-chair John Podesta kept up the spin, putting Obama s need to connect on a higher plane Obama s politics are interactive, solutions-oriented and open to the citizens, he said Obama s BlackBerry enhanced his decision-making by helping him reach outside his inner circle Let the man have his BlackBerry, Podesta declared An off-line Obama isn t just bad for Barack It s bad for all of us Others argued that the 1978 Presidential Records Act was obsolete in light of thirty years of information technology (IT) advancement Congress needed to hold hearings to update the law rather than puzzle over whether it applied to e-mail and messaging Still others suggested that President Obama use other National Security Agency approved smartphones, such as General Dynamics Sect ra Edge or the new Guardian from L-3 Communications But there s a learning curve with switching to a new operating system Some said that the phone was the major security problem The Secret Service and National Security Agency saw that the main danger to the president lay with the cellular radio in the device, which constantly syncs with nearby wireless networks so calls can be routed to the phone If bad guys ever got access to the cell phone systems that handled Obama s BlackBerry, they might be able to ping his smartphone to a wireless tower and track his movements Or they could scan cellular frequencies over several days to triangulate his exact position, even down to one of several identical limousines, even though they could not decode the AES128 encrypted BlackBerry data So, maybe RIM could supply the president with a more secure PIN device only Obama s BlackBerry battle was priceless PR for RIM in the short run But Roger Entner, an analyst with market researcher Nielsen Co in Boston, said the device would be a magnet for spies, and a signi cant share of Russia s signal intelligence and China s signal
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