Where Will the Enterprise Factor In?

By Don Reisinger  |  Posted 2012-05-01 Print this article Print


5. RIM has sights set on Apple

It€™s no secret that RIM has its sights set on Apple with BlackBerry 10. The operating system is designed for touch screens, the test device comes with a big touch display, and the company is trying to woo consumers. Apple€™s iPhone is officially in RIM€™s crosshairs. But will RIM be able to catch up?

6. Uniqueness is an issue

The issue with taking on Apple€™s iPhone and iOS is that it sometimes makes competitors look like a copycat. After all, how many different ways can a company develop a gesture for zooming in on text or answering a phone call? Other observers noted that BlackBerry 10 looks remarkably like Windows Phone 7. While BlackBerry 10 does have features that are unique in its own right, the average consumer who doesn€™t know the ins and outs of the software will think that RIM is using the Windows Phone 7 look and feel to catch up to Apple. And that€™s not necessarily good.

7. Where will the enterprise factor in?

Oddly, RIM didn€™t spend too much of its time talking about the corporate world at its first day at BlackBerry World. And its decisions with BlackBerry 10€”namely, bundling the software with full touch-screen support and no physical keyboard to boot€”seems to indicate a more consumer-driven focus. RIM isn€™t turning its back on the enterprise, of course, but it€™ll have to make that clear to the corporate world sooner rather than later.

8. Licensing is a possibility

According to the latest reports on BlackBerry 10, RIM might have decided to make the operating system a bit more consumer-friendly than past versions to entice other vendors to license it and offer it on their own devices. RIM won€™t say that, of course, but it certainly seems to make some sense. RIM can€™t beat Apple or Google without licensing its operating system.

9. Simplicity reigns supreme

One of the nicest things about BlackBerry 10€”at least from the images and videos€”is that it€™s simple to use. RIM has found ways to make it easy for users to access applications, stream content to a television and more. Simplicity reigns supreme on BlackBerry 10, and that should be celebrated.

10. RIM is still RIM

Sadly, RIM is still, well, RIM. Although the company has high hopes for BlackBerry 10 and the software is a sizable jump over BlackBerry 7, there€™s nothing compelling in it that would make Apple or Google fans want to switch. RIM€™s inherent issue is a general inability to show a unique value proposition. And unfortunately for the company, it failed at that once again with BlackBerry 10.

Follow Don Reisinger on Twitter by clicking here 


Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Gearlog.com. Since then, he has written extremely popular columns for CNET.com, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at http://twitter.com/donreisinger.

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