Research In Motion (RIM) is famous for their BlackBerry line of smartphones. They were the hot smartphone device before the iPhone came into existence, and many would argue that they still do mobile email better than anyone. However, it seems that the Canadian company is starting to lose its way.
In fall of 2008, RIM released the BlackBerry Storm, their first touchscreen phone and their first phone without a physical keyboard. The phone was quite clearly an attempt to move further into the consumer market and challenge the iPhone, but it failed miserably. The hardware was poorly reviewed, and it seemed that RIM was way out of its comfort zone. Last year’s sequel, the Storm 2, did not fare much better.
Meanwhile, the other phones in the BlackBerry line have seen little over the past couple years in the way of innovation. While iOS and Android have moved ahead in terms of both hardware and software, the BlackBerry OS has become stale and the hardware has not evolved much. The familiar trackball was replaced with a trackpad (a good move in my opinion), but that’s been the extent of hardware innovation. Every phone, with the exception of the Storm and Storm 2, has been virtually identical. Granted, BlackBerries still have the best physical keyboard in the business, but that only gets you so far when the software is old and the hardware is slow.
The latest word on RIM is the news that they are reportedly planning a tablet to challenge the iPad. Reportedly, the device is going to be called the Blackpad, a name that has zero creativity whatsoever. The name alone screams “follower,” and announces to the world that this device is positioning itself as nothing more than an iPad derivative. I’ve already made my thoughts on the iPad perfectly clear, so you can imagine how I feel about this rumored BlackBerry tablet. If they want to go into the tablet market, that’s perfectly understandable; however, is originality too much to ask for? Try something different instead of blatantly positioning yourself as an iPad clone. You can’t beat Apple by simply copying them; you have to innovate. Then again, if we’re talking about innovation, perhaps RIM should focus on their phones first before delving headfirst into tablets.
In November of 2008, I purchased a BlackBerry as my first smartphone. The Sprint salesman steered me toward a BlackBerry Curve, because Sprint’s other smartphones were more expensive and not any better. At the time, they were all either Windows Mobile or Palm OS phones. For under $100, the Curve was a no-brainer and the right choice at the time. Since then, though, the landscape has shifted dramatically. Android has permeated all four major carriers, while RIM has stagnated. An HTC EVO for $199 is now superior value for my money, and I fully intend to replace my Curve with either the EVO or the upcoming Samsung Epic when I have the opportunity.
A part of me is somewhat sad that I’ll soon be saying goodbye to my BlackBerry. It has certainly been dependable and reliable (I’ve lost track of how many times I’ve dropped it). However, when compared to the latest and greatest technology, my phone’s hardware and software is absolutely showing its age. BlackBerry OS 6 is on the way, but it would have to come soon and really wow me to convince me to change my mind.
The BlackBerry can certainly continue to hold its niche in the business sector for years to come, based on their industry-leading mobile email. Android and iOS cannot yet hold a candle to the security and reliability of RIM’s push email, and security and reliability are what businesses want. However, as the younger generation embraces iPhones and Droids over BlackBerries, RIM’s hold on the business world could be threatened once those young people enter the workforce.
RIM needs to speed up innovation and really give consumers what they want if they want to stay relevant and compete for market and mindshare with Apple and Google. Nokia provides a cautionary tale: they were once dominant but rested on their laurels for too long and have fallen far behind Apple in the U.S. They are still selling in good numbers overseas, but they may not ever have a chance to recapture what they lost in the all-important North American market.
On the other hand, Motorola recently faced similar troubles. After the success of the RAZR, they failed to come up with the next big thing and went through a few years of trouble. However, they hitched themselves to the Android wagon last year, and the successful Droid, Droid X, and upcoming Droid 2 seem to have Moto back on track.
RIM would be wise to learn from these examples and figure out what their strategy is going forward. It’s not too late for them in the consumer market, but the clock is ticking fast.