Monday, January 23, 2012

Can RIM Resurrect Blackberry? Not With Just Marketing



Today RIM's co-CEOs were replaced by Thorsten Heins. this is after RIM's primary operation, Blackberry, continues it's crash downturn. Blackberry continues to try to save the once popular smartphone and ecosystem from collapse, but efforts have been unsuccessful. Heins says that the blackberry platform is fine, it just needs better marketing to bring it back to prominence.

I beg to differ with mister Heins. Blackberry needs to do a lot of things to bring it back to the forefront. First you need more power in those little phones. The typical middle price range blackberry still has a cpu with a MHz frequency. High end models such as the 9930 contain processors with speeds up to 1.2 GHz. With a 1.2 Ghz processor many think well the Droid Razr only has a 1.2 GHz cpu, but the key difference is dual core. the Droid Razr and nearly every other Android phone being released right now are dual core phones meaning they have essentially two processors in it giving it twice the power of the Blackberry. This poses a problem for Blackberry. More processing power means more you can do with apps. If you compare a game on Blackberry and a game on Android there is generally no comparison in graphics, Android clearly wins. The same goes for the iPhone. Blackberry is planning on releasing their OS that will run Android apps in the future, but with the processing power of the typical Blackberry in use today they may have significant problems running the apps from Android.

The app ecosystem on Blackberry is one of the largest complaints about the platform. App Developers don't like it, and neither do the users. Since the developers don't like it users have a narrow selection of apps. While QNX will improve the amount of apps available it is unlikely users will be satisfied due to the hardware limitations. Many apps may not function properly due to lack of power. Blackberry needs to figure out someway to convince app developers to put more than a link to a mobile web site in their app store. For them to compete with iPhone and Android they have to have fully functional apps that look good, and that's something that is hard to find on Blackberry.

Blackberry has a long way to go and it will not be easy to get the platform back on its feet, having more powerful hardware and apps is just a start. Getting a 4G LTE Blackberry on Verizon and AT&T would be a good idea as well, but marketing alone is not going to fix all the problems.Just showing people the phone isn't going to be good enough you have to make it useful enough for them to want it. The Android world and Apple are running away from RIM and Blackberry and they should have been playing catch up 6 months ago. I'll put it this way with the Bold 9930 for $80 and the Droid Razr for $170 (both new customer prices), I'm going with the Razr just for the extra power and functionality.

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