BlackBerry 10 to Feature More Than 'Android Mojo'
RIM CEO Thorsten Heins shared a bit about what we can expect from BlackBerry 10, including a cure for the ills of an inefficient workflow.Research In Motion CEO Thorsten Heins promises that BlackBerry 10 will offer mobile users something unlike anything they've seen before. "Nothing from BlackBerry 7 is in BlackBerry 10, nothing," Heins told eWEEK during an interview Aug. 14. He clarified, however, that the DNA is the same, so the experience will still feel intuitive to the BlackBerry faithful.
BlackBerry 10 is the new mobile platform on which RIM plans to regain some of its former dominance. Ideally, it will enable the company to win back customers lost to iPhones and Android-running smartphones, though at the very least enable it to hold on to those customers that have yet to defect. While during the second quarter of 2010 RIM had an 18.2 percent share of the global smartphone market to Android's 17.2 percent and Apple's 14.2, during the most recent quarter, Apple's share had risen to 18.8 percent and Android's to 64.1 percent, while RIM's fell to 5.2 percent.
You have to make decisions, you have to direct information, you have to give out information, and you have to do this on various channels-corporate email, private email, Twitter, Facebook, whatever. You have tons of channels coming at you, and how do you get all this instruction, how do you deal with it? That paradigm-you get sick and tired of always having to call up a new application. Something's on LinkedIn, go to LinkedIn. Something's on Twitter, go to Twitter. You will see that on BB10, it's so easy. It's so well-integrated.What else? Fans of touch-screen devices can expect a better experience on BlackBerry 10; RIM plans to raise the bar for the industry in this regard, Heins said. And to go with it, users can expect a strong consumer experience. "You cannot be everybody's darling, you can't," said Heins, explaining the decision to cut divisions that aren't central to RIM's core areas of focus and instead partner with experts in their respective fields. During RIM's March earnings call, this "shift," as Heins explains it, is what caused confusion, leading to reports that RIM was getting out of the consumer space. "I'm not going to develop games anymore, I'm not going to develop maps-there's a company out there that really can do it better than I can," said Heins. So I need to partner, I need to get them on board, I need to get them a great programming interface, and off we go." Follow Michelle Maisto on Twitter.