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How RIM Plans to Win Back Users With BlackBerry 10

By - Source: CNET | B 19 comments

CEO explains operating system's advantages over iOS and Android.

With BlackBerry 10 launching on January 30, RIM CEO Thorsten Heins has explained how the company plans to win back users with the platform.

"We have a lot of social channels that we track on Facebook and Twitter...we know what people that actually left BlackBerry to another platform think about that platform or what they think about the BlackBerry platform", he said when asked how RIM will win back BB users (as well as government agencies and large organizations) who have migrated to other platforms. There's a lot of comments that say, "Hey, I wanna come back." This is a target segment that our marketing approach will specifically go after."

"You cannot be everybody's darling," he added. "There is a clear segmentation of who BlackBerry talks to. If your friend is a multi-tasker, hyperconnected, gets stuff done, she's probably going to be very, very attracted by BlackBerry 10."

Because if you look at the integration of all the channels in the BlackBerry Hub, if you look how easy it is to take action within the BlackBerry Hub, where on other devices and OSes, you would have to have this in a note paradigm, in the application grid.

Open Facebook, respond. OK. Open LinkedIn, respond. Open e-mail, respond. It's always this gesture in the application grid. No, I think [BlackBerry 10] is going to be a very compelling user experience. And that's what our tests show, so we have a lot of proof data around this.

We haven't built a new platform for just a year. This platform is going to take us to the next decade...So what they get with BlackBerry 10 is a real future-proof platform and a whole new innovative user paradigm that is not this application grid anymore. That was very intuitive five years ago when it was invented. It was fantastic, right? It really caught on with the user.

But now with the BlackBerry Flow and with Peek and with the Hub concept, it just makes you more productive with less stress, and people will love it.

Addressing speculation to when the first BlackBerry 10 smartphones will launch, Heins said: "What I can tell you is launch date is January 30th, that's when we show the devices to the press. And then shortly thereafter, whatever that is, you will see it in the shops."

He later hinted at a February release for the devices. "We're certainly doing our best with the carriers to not have too much of a time gap between the launch and the shop availability because you lose the momentum, you lose the energy. So, you know, you want it to be pretty close."

The general consensus, at least from industry figures, is that BlackBerry 10 will have a hard time in the market. While RIM believes features such as active multitasking will differentiate the operating system, the upcoming platform is expected to be dead on arrival.

 

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  • 11 Hide
    Old_Fogie_Late_Bloomer , November 26, 2012 2:21 PM
    Maybe it's just because I'm sick of hearing bad news all the time, but I kind of feel like RIM might be able to pull this off. Or maybe I'm just hoping that. I'm not particularly invested in the company or the platform, I just, you know, want them to succeed, rather than fail.
Other Comments
  • 11 Hide
    Old_Fogie_Late_Bloomer , November 26, 2012 2:21 PM
    Maybe it's just because I'm sick of hearing bad news all the time, but I kind of feel like RIM might be able to pull this off. Or maybe I'm just hoping that. I'm not particularly invested in the company or the platform, I just, you know, want them to succeed, rather than fail.
  • 6 Hide
    Anonymous , November 26, 2012 2:24 PM
    Lovely, just before my upgrade in Feburary, I am looking forward to seeing what Blackberry offers, I will be looking at it closely with an eye to purchase. Love my Android so it will be a hard choice.
  • 4 Hide
    jacobdrj , November 26, 2012 2:29 PM
    I never really used BBM, but I do miss my keyboard and track pad. More than that, I miss my universal inbox and instantaneous email. Why has no other phone OS come up with a universal inbox for calls, SMS, MMS, email, Facebook, etc?
  • 7 Hide
    -Jackson , November 26, 2012 2:33 PM
    I don't know, I fear the people they're trying to win back have probably already been converted to iSheep.
  • 3 Hide
    Anonymous , November 26, 2012 2:38 PM
    Remember when Apple was dead?
  • 1 Hide
    mi1ez , November 26, 2012 2:53 PM
    I don't want my work email spread around my twitter, thanks.
  • 4 Hide
    fudoka711 , November 26, 2012 2:53 PM
    I do hope RIM will succeed. The more competition, the better it is for the rest of us. If BB10 is really that good, then we can at least hope iOS, Android, and Win8 will step up their game even more.
  • 0 Hide
    Vorador2 , November 26, 2012 2:56 PM
    jacobdrjI never really used BBM, but I do miss my keyboard and track pad. More than that, I miss my universal inbox and instantaneous email. Why has no other phone OS come up with a universal inbox for calls, SMS, MMS, email, Facebook, etc?


    My best guess is because the concept is patented by RIM.

    In any case, RIM can still have a market in corporate environments that requires integration with mail server, corporate device policies and the like. In that aspect both Apple and Google are behind.
  • 1 Hide
    jojesa , November 26, 2012 3:01 PM
    I do hope they can pull it off....I don't know how, since I played many scenarios and none was good for RIM. :( 
  • 1 Hide
    pollom , November 26, 2012 4:08 PM
    I just migrate BB to windows phone and i miss the keyboard and the LED ho indicates mis call, new email, etc with out unblocking the pone.
  • 0 Hide
    Anonymous , November 26, 2012 4:13 PM
    Universal inbox is not a new idea, and not RIM's (http://www.google.com/patents/US6301245, with lots of prior art references). The more likely case is that people don't really think of it as that big of an problem, and not a main consideration in the phone purchase process. And people have also been trained that things like Facebook and Twitter are separate applications.
  • 1 Hide
    koss64 , November 26, 2012 4:53 PM
    So they wish to distinguish themselves by copying the social network and messaging melding features of Windows Phone 7 , the multiuser options of Windows Phone 8 and the UI of Android while at the same time acting like they developed SIP? How,original.
  • -1 Hide
    cinergy , November 26, 2012 5:49 PM
    Blackberry is gone. Jolla will be the next interesting player around.
  • 0 Hide
    robochump , November 26, 2012 7:37 PM
    pollomI just migrate BB to windows phone and i miss the keyboard and the LED ho indicates mis call, new email, etc with out unblocking the pone.


    Im sure BB has a patent on light indicator. Tho having screen pop ups is not bad either but I still liked the blinky LED :) 
  • 0 Hide
    robochump , November 26, 2012 7:42 PM
    Vorador2My best guess is because the concept is patented by RIM.In any case, RIM can still have a market in corporate environments that requires integration with mail server, corporate device policies and the like. In that aspect both Apple and Google are behind.


    Both Apple and Google are NOT behind when it comes to receiving email from exchange, personal, etc. BB does it well but I can no longer see a downside to Active Sync with Apple or Google devices. When my company first adopted multiple smart phone devices BB had an advantage but now that advantage no longer exists. BB will now need a killer app (RIM 10 perhaps) to remain relevant and lets not forget BB is far from dead.
  • 1 Hide
    chicofehr , November 26, 2012 7:43 PM
    I for one thing think that having everything on the same screen to be very useful. I just press m on my keyboard to go to messages where i have all my calls, emails, texts, BBM and everything else. I press U for calculator and a or c for contacts or B for browser. I don't even have to touch the screen (9900) to open an application :p  I don't have to open my BBM or Yahoo Msgr or Win Live separately. I just replay like a text and sending and receiving emails feels just like texting except your not limited to the 160 characters. The communication side of it all with the shortcuts of the keyboard makes BB invaluable for me. I do in-fact get more done with BB then the rest of the toys out there which are more for play then anything. Yes, I have used Android and iPhone and I just don't find them as useful for work. They are better for time wasters but not something that is beneficial for work. Playing games on work time is not a good thing :p 
  • 0 Hide
    belardo , November 26, 2012 8:48 PM
    pollomI just migrate BB to windows phone and i miss the keyboard and the LED ho indicates mis call, new email, etc with out unblocking the pone.
    That is your fault for not doing research... I spent hours before deciding on a my phone (Motorola Atrix HD - which has the purist version of Android 4.x without being a NEXUS device.

    Todays Samsung, HTC and Motorolas have a colored LED. Green / Red / Blue / White depending on the message... quite handy, yes.
    robochumpIm sure BB has a patent on light indicator. Tho having screen pop ups is not bad either but I still liked the blinky LED
    Apparently not since there are non BB phones on the market that have the LEDs as well.

    I think BB10 is DOA... there really is NO good excuse for them to be so late... 3 years after they bought out QNX. BB10 should have been out 2 years ago, with BB11 coming out now.

    I never liked the previous BB phones... they kind of sucked. But I do hope RIM can craw their way back up and keep MS in #4 or 5th place.
  • 0 Hide
    darkavenger123 , November 26, 2012 11:22 PM
    It's too late. All the directors and managers are now using iPhone. Apple has took over RIMs in the Corporate market and Android is taking over the consumer market. RIM should just sell off itself and make some money while they still have some value.
  • 0 Hide
    Zingam_Duo , November 27, 2012 2:16 AM
    darkavenger123It's too late. All the directors and managers are now using iPhone. Apple has took over RIMs in the Corporate market and Android is taking over the consumer market. RIM should just sell off itself and make some money while they still have some value.


    "All the directors and managers are now using iPhone." - that's the keyword! :D  A mass device that is owned even by hobos :D  That's cool no more! Fashion changes! iPhone is old now! :D  After 5 years or so... nothing new :D 
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