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A playbook is a book of strategies used by sports coaches. Typically in US football.

This is nice - if you know the meaning behind the term. But RIM is an international company, so not all of their costumers know this all to well.

I as a non-native speaker was definitely not aware of the term, so my first association was "play" - I am sure there are many more like me. This is definitely an unfortunate choice of a brand name.

Fair enough, just providing some context.

I'm not sure how that interpretation of "playbook" helps the marketing. Are they targeting enterprise, general consumers, or US football coaches?

Not that I necessarily think it was a great naming decision, but in North America the football coach "playbook" is commonly used in business strategy metaphors. (Search for something like "page out of apple's playbook".)

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