After a not-so-good year, Research in Motion, it seems, has come to a halt. Tuesday’s San Francisco unveiling of BlackBerry’s “next generation platform” is being called “little more than a rebranding” by the Times’ Ian Austen. What was supposed to be an appetizing display for developers turned into a disappointing realization that BBX, the new software, isn’t much more than a spruced up QNX operating system.
“Underwhelming is a good word,” analyst from MacDougall, MacDougall and MacTier told the Times.
For once, Microsoft has actually set a better example in the world of mobile and applications. Perhaps RIM should have taken a page out of the old Microsoft Build book and wooed its potential developers with hip new devices equipped with BBX. Instead, it frustrated the crowd with more vague information about the actual release date for BBX phones and no opportunity for developers to interact with prototypes.
Others think the simple act of renaming the OS from QNX, which PlayBooks are running, to BBX is a mistake. Ken Dulaney, VP of mobile computing at Gartner, told Tech News World that it “could be confusing for the BlackBerry community,” making “it look like RIM doesn’t have a unified operating system approach.” And RIM would do best not to confuse its loyal customers so soon after trying their patience with the recent BlackBerry outages around the world. The subsequent offer of free apps and free technical support (for one month, for enterprise customers) did little to patch up the largest network outage in the company’s history. As one community member of Slashdot put it: “This is the second major outage RIM has experience while my company has used their phones. Unfortunately for them, this one came right in the middle of my company’s evaluation period for new phones company-wide and it just sealed their fate. RIM’s going bye-bye.”
RIM wasn’t all foibles, however. The company finally delivered a set of software tools that will ease the transition of apps originally made for Android to BlackBerry phones. But analysts cringe at RIM’s adherence to the Android platform instead of fighting against it and offering something better.
Telecommunications analyst Jeff Kagan told Tech News World the trick to RIM’s avoiding “going bye-bye”: “They have to wow the marketplace. They haven’t wowed the marketplace since the Apple iPhone came out. The marketplace has yawned when it comes to BlackBerry.”
What do you think RIM could do to wake us up to BlackBerry?