RIM's BB10 Campaign Requires Some Serious Work 171
adeelarshad82 writes "With the BlackBerry 10 launch just around the corner, there is a lot of pressure on RIM's CEO to provide a 'Steve Jobs Moment.' However, given BlackBerry's 1.1% percent market share compared to the combined 92% share between rivals Android and iOS, it's a long road back. To add to the struggle, no other first-generation smartphone leader has been able to pull off this kind of rebirth. Palm and Symbian are dead and Microsoft is struggling. But, as one mobile analyst explains, RIM has a chance to carve out its own market with tomorrow's launch of BlackBerry 10 given that they get a few things right. They need to heavily promote their devices to CEOs, heavily promote the top apps to users, and most of all, they need to be able to explain why people should give it a look."
It has a chance (Score:5, Interesting)
I've seen it in action, and it reminded me of Android, but in many aspects it's better. Porting Android apps to BB10 is, apparently, pretty straightforward (sometimes downright effortless) and there will be 70.000 ready at launch.
So it has a fighting chance. Let's see how it plays out. Personally, I think it has slightly better odds than Windows Phone.
Potentially awesome devices for BYOD.. (Score:5, Interesting)
One of the big features is having multiple profiles on the BB10 phones, so you can have a Home profile as well as a Business profile, each with it's own apps and data that you can switch on the fly. When you leave a company, the business profile is wiped and you can continue using the device.
Demoed one of the employee's units some time ago, it was pretty cool. Definitely geared for business users, but it's the only modern smartphone I've seen with this functionality.
The pitch for RIM (Score:5, Interesting)
"Many of you have an Apple iPhone. Some of you have Google Android phones. Some of you use Microsoft's Skype service.
Apple can monitor the location of your iPhone from their control center. They can turn your phone off. They can put software on it. Apple has the keys to your iPhone.
With Google Android devices, Google has the keys to your phone. Google can change what's on your phone. With Skype, all your calls go through Microsoft, and Microsoft won't say who's listening in.
With RIM, you are in control. The server that controls your devices is in your data center, under your control. We at RIM have no control over your devices. You have the keys, and you set the keys. We have no way to get into your phone. We can't listen in, nor can we let a government listen in.
Do you want to give out the keys to your company? It's your choice.
Thank you."
I agree, they have good focus (Score:5, Interesting)
I was at a developer conference and went to a BB10 presentation.
The thing that impressed me is the focus on being really good at what Blackberry always did well, just revamped for a modern age.
For instance they had a really nice way to "peek" at what was going on. And email was always just a motion away, it was still core to the system just as it has been in older blackberry devices.
Also Blackberry realized that lots of people love blackberries because of the typing. Blackberry 10 has the best virtual keyboard I have seen for typing and completion.
BB10 is also really agnostic as to how you develop software for it, as noted Android ports are simple and they have other paths as well.
Before I saw it in action I thought they were toast. Now, like you, I think it has a real chance. Like you, I like the odds for its success even more than WP8 now.
Re:The pitch for RIM (Score:3, Interesting)
" Apple can monitor the location of your iPhone from their control center. They can turn your phone off. They can put software on it. Apple has the keys to your iPhone. "
That's not entirely true. You can deploy iPhones for your enterprise:
http://www.apple.com/iphone/business/it-center/ [apple.com]
I don't know enough about Android, but I thought the same type of thing was possible, that is, it's possible to have an Android phone that has no connection to Google or Google services whatsoever. Someone correct me if I'm wrong here.
"Some of you use Microsoft's Skype service. "
So don't use Skype if you don't trust it. You don't have to use Skype with WP8, Android or iPhones, it's just an option. Will Skype be an option with BB10?
Re:I'll say. They need to (Score:5, Interesting)
RIM continued to sell a shitload of their pieces of crap for years and years before they really went under
They never really went under. Their user base grew every quarter until the most recent. They've reported only two quarterly losses, both very small, the most recent less than the increase we saw to their cash reserves. I'd hesitate to call their products "crap" when they still do some things that the current market leaders never managed, and does some things better than either iOS and Android.
They did basically cede North America, but they knew they had to for the time being and focused on emerging markets that players like Apple are just starting to notice. That was a pretty smart move.
It's just not in their DNA to build something user friendly,
Except for smartphones. Their UI was widely praised. The BlackBerry killed the PDA market for a reason, after all. Their old UI is still well-loved by users that care about productivity over pretty transitions. (Remember, even aging executives could use a BlackBerry -- if that's not user-friendly, I don't know what is!) The BB10 UI has been near universally praised, as has the physical design of the Z10 -- and that's just from the dev alpha's and the leaks!
sexy and fun
The 9900 is a gorgeous design that, yes, has been called 'sexy'. Even the harshest critics praised the UI on the PlayBook, which is undoubtedly fun to use.
I'd say it's in RIM's DNA to build something sexy, fun, and user friendly. I know the meme, but it doesn't seem to match reality. A bit like "Macs are better for graphics" and other similar nonsense bandied about as "common knowledge".