This is an incredibly mixed article on RIM, but one section in particular stood out to me as either bad reporting, incompetent journalism, or Apple fanboyism.
Success also bred hubris about RIM’s position in the market. By late 2009, it was clear that the iPhone and Android had redefined the smartphone, and that RIM needed to adapt. The company had to target consumers more aggressively, not just business customers. It also had to drastically improve the BlackBerry’s user interface and web-browsing capabilities, not to mention attract developers to write more applications for the BlackBerry platform. Smartphones became less about communication—RIM’s biggest strength—and more about consuming media.
What’s more, the company itself was becoming increasingly complex. RIM produces multiple handsets, each with different screen sizes and internal hardware. RIM will even customize the same device to suit the needs of different carriers. Apple, in contrast, produces just one iPhone model per year. The product complexity at RIM takes a firm hand to manage, and that becomes more difficult when the entire organization is undergoing a seismic shift.
I agree: adaptation was signalled (though not necessarily entirely evident) in 2009. I agree: the company had to update it’s UI and OS to match that of their competitors.
Factually incorrect: Apple produces a single version of their iPhone (they have CDMA and GSM versions, as well as multiple ‘lines’ of their product by year, as well as some version that have or don’t have cameras according to businesses’ needs).
It strikes me that, while RIM certainly has challenges, focusing on the number of devices is of variable importance. If a company has a routine or standardized production and policy cycle that accommodates different radio technologies, then the radio technologies themselves are of minimal importance for overall production of new and updated devices. What the author actually means to say is that there was an emphasis on radios rather that UI innovation. This is arguably accurate – I have a Bold 9900 at the moment, and the UI is dated – but the hardware is incredible.
RIM is, and has been, a hardware company for quite some time. Other than Nokia there is no company that even comes close to competing (and I say this as an ex-iPhone owner, and the current owner of a Samsung Windows Phone device). The real test is watching to see if RIM becomes a Nokia, or transcends the problems that beset Nokia.
At best, BB 10 will enable transcendence. At worst, it will herald RIM turning into the world’s (arguably) best mobile hardware vendor in the world.
Excited Pixels 