Blackberry 10 Could Save RIM

     Rapid advancements in mobile and tablet technologies has left Research In Motion (RIM) scrambling to stay afloat in a market dominated mercilessly by Apple and Google. RIM has taken notice of what it's competitors are offering consumers and integrated that into it's newest operating system (OS). The result is software that manages to remain familiar to dedicated blackberry users while still offering something fresh for those looking for a secure OS that is both accessible and attractive. But will it be enough to bring those who have been burned by RIM before back to it's platform and draw in new consumers?

     The new software was unveiled by Thorsten Heins, CEO of RIM, on May 1, 2012, at the 2012 Blackberry World conference. The style of the OS is a conglomeration of the Playbook OS as well as Web OS 3.0. RIM has also adapted the clean look of Google's latest software, Ice Cream Sandwich, and the large images of the Windows Phone 7 OS. I know this may seem confusing but when looking at images and videos it's clear that RIM has taken notice of what works among it's competitors and what doesn't. The video below shows Dieter Bohn from The Verge explaining some of the new features of Blackberry 10.

     The software does an exceptional job addressing a number of the concerns that have been laid against RIM over the past few years such as the outdated style and inaccessibility that has plagued previous software updates. Features such as a new predictive text design (which allows for users to flick upwards to select a word) and apps which are always running in the background offer a new way for users to interact with their smartphone. RIM is also including a new unified inbox as well as a more visually appealing media player and faster access to apps; all features which are sure to please those looking to make the transition over to a Blackberry handset. It should be noted that how these changes will impact battery life and data usage remains to be seen.

The unfinished developer model which was on display at Blackberry World 2012 (Engadget).

     According to Engadget RIM has stated that the alpha units which will launch with the new OS will include a 4.2 inch display with a resolution of 1280 x 768, 16GB internal storage and 1GB of RAM. These specs are a vast improvement over their current handsets and may finally offer users hardware which can keep up with the latest models delivered by Apple and Samsung. Whether RIM will continue to release high end devices after the launch date is unknown as I'm sure they will need to release handsets that are lower in cost, and therefore quality, in order to reach their diverse audience. There has yet to be an announcement as to minimum spec requirements needed to run the OS so that will also play into new hardware. RIM has also kept quiet on processor specifications, a move which could impact them negatively due to the press that manufacturers such as Samsung and LG  are receiving for their upcoming quad-core devices.  

     There are downsides to the steps that RIM is taking in their attempts to remain competitive, such as the news that those who are currently using a Blackberry 7 OS or older (which is everyone who uses a Blackberry) will not be upgraded to Blackberry 10. This means that if you want to use the new OS developed by RIM you need to upgrade your phone to a new model. This could alienate RIM's faithful consumers and business clients who find it too expensive to change handsets. Blackberry 10 has also moved RIM further away from the business platform which made it famous in the late nineties and has adapted to the new generation which uses it's phone for everything from social events to client meetings.

Blackberry 7 versus Blackberry 10 (Crackberry).

     A recent article posted on the Canadian Business website states that Blackberry 10 is unlikely to save RIM because it is coming too late after the advancements made by Apple and Google. The article quotes Pierre Ferragu, a Bernstein Research analyst, who argues that the launch will be a disaster and the OS offers nothing enticing enough to bring new consumers to the sinking company. I may have been critical of RIM in a previous post but the advances made in the new OS show that the company is finally listening to it's audience. While I am not convinced that RIM can save itself I do believe that the new OS is the last chance they have. My only concern is whether Ferragu is right and it's too late for the Canadian company to save itself. For more images of Blackberry 10 and early impressions visit Crackberry.com.