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It’s 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.
But 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 prospects.
Read on to find out what RIM must show users when BlackBerry World 2012 kicks off on May 1:
1. BlackBerry 10
BlackBerry 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 future holds?
2. A hint at BlackBerry 10 devices
AlthoughRIM 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
According 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
It’s 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.
Its Time for Heins to Finally Shine
5. Acceptance of new platforms
When RIM announced BlackBerry Mobile Fusion, saying that it would now support iOS and Android, the company hinted that it understands the importance of new platforms. At BlackBerry World, it should make that abundantly clear and find ways to support iOS and Android in other ways. Like it or not, RIM must play nice with the competing mobile operating systems.
6. A real iPhone competitor
At the same time, RIM can’t forget that it’s battling it out with Apple for survival. So, the companyshould show off a true iPhone competitor at BlackBerry World. The device doesn’t have to be running BlackBerry 10, but should come with a solid (and big) touch screen and ample storage. Oh, and it’s time to finally forget about the physical keyboard, RIM.
7. A strictly enterprise focus
It’s the corporate world that made RIM successful, and it’s the enterprise that will continue to keep it afloat. At BlackBerry World, RIM should stop wasting its time on consumers and make it clear to attendees that it’s an enterprise-focused company. To not do that would be a mistake of epic proportions.
8. An end to tablets
WhenRIM launched the BlackBerry PlayBook last year, it believed that this tablet could make a mark in the enterprise. Now, it’s clear that its hopes were baseless. RIM just can’t make it as a tablet vendor. And the sooner it accepts that, the better.
9. Real developer interest
One of the nice things about BlackBerry World is that it’s a place for RIM to control the conversation and preach to a captive audience. What it should be doing, then, is courting as many developers to support its mobile platform as possible. BlackBerry App World is far behind Apple’s App Store and the Android Market. It’s about time RIM addresses that.
10. A reason to trust Thorsten Heins
As noted, Heins will be prominent at BlackBerry World, and much of the mobile technology industry will be watching to see what he says. That’s precisely why Heins should give investors, employees and fans of the company something to trust and believe in at the event. RIM needs a strong, capable leader right now. Can Heins prove that he’s the person for the job?
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