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Larry Dignan, Andrew Nusca and Rachel King

BlackBerry's big dilemma: How much to break from the past?

By | August 3, 2010, 7:10am PDT

Summary: Heading into RIM’s announcement of BlackBerry 6 and the new BlackBerry hardware, the big question is how much RIM will break from the past or accommodate it.

On Tuesday, BlackBerry will show off its next generation operating system and hardware. All of the talk will be centered on what’s new — a multitouch UI and upgraded Web browser in BlackBerry 6, and the new BlackBerry Torch with a slide-down keyboard.

But, the underlying issue to watch as Research in Motion shows the world why it should still buy BlackBerry smartphones instead of Android devices or iPhones is how much RIM breaks with the past or accommodates it. That’s the question that will determine whether RIM will keep its leadership position in the North American smartphone market and continue its growth abroad.

Recently, BlackBerry has been losing to iPhone and Android on both customer satisfaction as well as prospective buyers. RIM needs to counteract the Android and iPhone momentum with a touchscreen device that is just as easy to use and just as savvy with the Web, multimedia, and third-party apps, so that it can stop losing tech-savvy customers to  Apple and Google.

However, the company also has to please its loyal customer base, which is mostly made up of corporate smartphone customers who primarily use their devices for email, calendar, and business documents. If you polled most those people, they’d tell you that they loathe on-screen keyboards and that most of the apps on the iPhone are frivolous.

So there’s the difficult balancing act for BlackBerry. It needs a device that is new and revolutionary enough to start generating some badly-needed buzz to counteract iPhone and Android. But, if the company goes too far away from its current platform, then it could whither its enterprise base. That’s why RIM is trying to have its cake and eat it, too, with a new device that features both a touchscreen and a slide-down keyboard, the BlackBerry Torch.

But, will that be enough to attract customers drawn to larger touchscreens on iPhone and Android? I have my doubts about that, unless RIM surprises us with an unexpected innovation. However, it might be enough to stop an exodus of many BlackBerry customers to iPhone and Android in the years ahead, and with the smartphone market expected to grow at a breakneck pace, that would still leave plenty of room for BlackBerry in the market.

With that in mind, here are my big questions leading into RIM’s announcement today:

Questions to watch

  1. Will BlackBerry 6 only be available on touchscreen devices like the Torch (with keyboard) and the Storm (without keyboard)? [That would be radical.]
  2. If BlackBerry 6 does come to legacy devices, what innovations are left once you remove multitouch? Just the new Web browser and home screen? Will that be enough to push the platform forward?
  3. Will RIM eliminate popular device brands, such as the Pearl and Curve, in favor of a new product line with only slide-down keyboard devices? [Seems doubtful that Curve would eliminated, but Pearl may be at the end of its road.]
  4. If traditional qwerty devices aren’t eliminated right away, will they be phased out?
  5. Can RIM successfully nurse along its business loyalists with a few new helpful features, while simultaneously giving the platform a big push forward to attract more tech-savvy buyers?

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Jason Hiner is the Editor in Chief of TechRepublic. He writes about the products, people, and ideas that are revolutionizing business with technology.

Disclosure

Jason Hiner

Jason Hiner has nothing to disclose. He doesn't hold investments in the technology companies he covers.

Biography

Jason Hiner

Jason Hiner is the Editor in Chief of TechRepublic, an online trade publication and peer-to-peer community for IT leaders. He is an award-winning journalist who examines the latest trends and asks the big questions about the technology industry. He previously worked as an IT manager in the health care industry.

You can also find him on Twitter, , Facebook, and at JasonHiner.com.

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RE: BlackBerry's big dilemma: How much to break from the past?
tomlin21-24319035676893835085146735905770 11th Oct
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Great post! I agree with several points you made namely, the need to leverage on the touchscreen momentum, and keep existing users happy. Having experienced both Iphone and Blackberry, I am still undecided as to which one I prefer and as a friend pointed out, There are phones for those who like playing and those who actually work. So I'm excited to see what RIM presents will it favor the players or the businessman? Maybe it will combine both.
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Blackberry's Bigger Dilemna
Olderdan 3rd Aug 2010
@@ericadechi said: "There are phones for those who like playing and those who actually work."

I remember some years back, I said something very similar to a budding young IT practitioner when he showed me Windows. He told me millions of people would be using it in a year. I told him, "and the rest of us will be getting work done."

Boy, do I feel foolish now. I hope you won't.
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@Olderdan If you are just going to send twitter messages about where to eat a pizza tonight, then Android or iPhone will be good enough. If you have business discussions that need to be confidential, then you need a Blackberry.
The other big problem is that RIM's new flagship phone, the 9800 is only on AT&T, the worst "big" carrier!
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@docfreed
Check the specs... It supports more than just the AT&T frequencies.
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google the blackberry 9780
rtk Updated - 3rd Aug 2010
for the answer to your first question. Exactly the same (visually) as the 9700 (non-touch screen) running BB OS 6.
I'm so disappointed in my Blackberry that I will buy anything else. It's great ate everything but being a phone. Bluetooth volume is lousy and so is voice dialing.

It's great at non-phone stuff.
@jtdavies

I could say the same thing about my iPhone. It's not the Blackberry in particular, all smartphones suck terribly at being "phones" I have made peace with that idea years ago. Just enjoy it's features and appreciate it for what it does best.
@dsalageanu Yeah, I have a MyTouch Slide. It's the best phone I have ever owned. The call quality is clear and crisp and I have never once had to max the volume in order to hear understand someone. The ONLY drawback is it won't send my custom ringtone over bluetooth.
@jtdavies that's the difference with my Droid. It's an awesome phone too! Go figure! Probably helps that the network isn't AT&T. My wife has a blackberry curve and the sound over bluetooth sounds like shes underwater. Weirdly, her old blackberry wasn't nearly as bad...
Better browser than BB's precessor...check. Cooler, easier to use OS...check. Supports flash...check. Still integrates with Corporate IT (probably)...check. Easier to use keyboard than Iphonies...check. No reception problems like the new you know who...probably check. So it's simply a better mousetrap...why all the angst?

Only downside is the AT&T service.
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It doesn't matter if most apps are frivilous - those people won't install them.

But to remove people's choice on whether they want frivilous apps or not - that is what will cause a mass exodus.

If you want to create an app market, and segment it further into different categories - maybe "business tools", and "other apps" - that might help step in the right direction.

Keeping the OS as it is, is just like keeping Windows XP in a world that is increasingly adopting Windows 7 and accepting it's new features as new paradigm. Or keeping your car having the same features as your 2000 model. Or never updating your restaurant or menu.

This isn't a segment where "conservative" wins, despite enterprise resistance to change.
@geolemon - When business is paying, business will (should) decide what can and cannot be installed. The device does not belong to the person; it belongs to the business.

The threat to RIM is the number of businesses who are willing to accept the largely unmanageable consumer devices as "good enough" to do business.
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Need to get it to Verizon quickly
leeburt@... 3rd Aug 2010
RIM's big dimma by me is getting the new platform and software over to Verizon ASAP. Long time loyal RIM and Verizon user, have been holding off biannual upgrade waiting for a more revolutionary BlackBerry thatn what's been available. Won't wait much longer. Probably won't change carriers.
They need to have a bunch of different types of phones. that care to different needs. With some phones like the current blackberries, and others with large touch screens, and others with smaller touch screens and slide out keyboards, etc.
"But, if the company goes too far away from its current platform, then it could whither its enterprise base" I believe th eword is wither, one too many "h's." Never had a Blackberry, never touched one, probably never will. Same goes for any Apple product. Have not had a "smart Phone" as of yet, can't comment on any application (App). Makes sense to suggest business and personal, though, many software products have such versions. Although it might just be easier to make any available to any who wants or needs them, no matter whether they are considered business or personal. Just thinking about what I said about software versions, made me wish that there was only one version for all, do what you want with the other "features", I cannot understand why a database in an office suite is only part of a professional version, but a presentation program such as Micrsoft's PowerPoint is in both home and business. I have much more use of a database program then I do with a presentation program at home.
Another part of their challenge is whether the carriers will make the newer OS available on the older phones even if RIM does. For example, OS 5 works on the 8900 Curve and seems to work a little better but T-Mobile only offers OS 4.7. I imagine OS 6 will face the same problem only worse.
Notwithstanding the marketing fiasco surrounding its launch, the Dell Streak presents a noteworthy new form factor, and the potential success of such a device among corporate customers (purportedly its primary market) will surely have implications for RIM.
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Why appease corporate users? Without RIM, what other options do they have? iPhone and Android are going for the lucrative consumer market. Nokia's jumping in the pool too with Symbian 4. Microsoft finally got the same memo.

So who will enterprise users go to? RIM needs to get with the program for their own survival. After all, isn't that the way corporations treat their customers?
Get yourself a Nokia. The Nokia E series is a stable workhorse for business.
One person's "frivilous" is another's value added.

My real problem is that I want it available on CREDO.
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Maybe they would opt to, for instance, do away with the Pearl, build the new touch screen device to appeal to the iphone crowd, and simply update one of the popular enterprise models, such as adding a touch screen to the Bold... Unless I'm over-simplifying things...
www.dfwsupergeek.com
Blackberry all the way, I tried the iPhone for 6 months and gave it away.Blackberry doesn't have the problems (that Apple won't admit), and my Curve is faster and easier to use than the iPhone, and I love my walkie talkite feature and iPhone doesn't even offer it.
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RE: BlackBerry's big dilemma: How much to break from the past?
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RE: BlackBerry's big dilemma: How much to break from the past?
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