NEWS ANALYSIS: RIM's BlackBerry World, which is taking place May 1-3 in Orlando, Fla., must convince customers that the company and its products have a positive future.
once again time for Research
In Motion's BlackBerry World event, being held in Orlando, Fla., May 1-3
As expected, RIM CEO Thorsten Heins will be speaking at the event, along with a
host of other executives, in an attempt to drum up excitement and support for
the company's products as RIM moves into what will be an extremely difficult
period until BlackBerry 10 finally hits store shelves.
BlackBerry World 2012 is about much more than just trying to drum up
excitement. The event will be RIM's chance to prove that it actually knows what
it's doing and can turn things around. It will also give Heins his chance to
prove he's the right man to lead the company and that he has the ideas to put
it back on a path to success. Simply put, there's a lot riding on BlackBerry
World 2012, and RIM has to generate lasting excitement about its products and
on to find out what RIM must show users when BlackBerry World 2012 kicks off on
1. BlackBerry 10
10 will decide RIM's future. If the operating system is a hit, the company
could be able to turn things around. If things go awry, however, all kinds of
trouble could result. At BlackBerry World, RIM better show why it believes
BlackBerry 10 will be able to achieve success where earlier versions have
failed to keep up with competitors. If it can't do that, who knows what the
2. A hint at BlackBerry 10 devices
RIM has said it won't show off BlackBerry 10 devices at BlackBerry World
that doesn't mean it shouldn't. Quite the contrary, the company should at least
give a hint at what the BlackBerry 10 handsets will look like and how they will
achieve success in the marketplace. To not do so would be a mistake.
3. A strategic partnership
to the latest rumors, RIM is in talks with a host of companies about so-called
strategic partnerships it might strike. There is some speculation that
companies like Microsoft and even Nokia might want to ink a deal with the
BlackBerry maker, though that hasn't been confirmed. It's a good idea for RIM
to unveil a valuable strategic partnership arrangement at BlackBerry World.
4. A desire for dramatic change
no secret that RIM needs to make some dramatic changes in the coming months.
But so far, the company hasn't outlined any plans to actually do that. So, what
better time than BlackBerry World to prove that it does, in fact, have dramatic
changes waiting in the wings. Something big needs to happen, and it's a good
idea for BlackBerry World to be the place where that occurs.