What RIM must do to stay significant in smartphone segment?
Research In Motion thought of redefining the laws of tablet devices with its BlackBerry PlayBook. But, unfortunately PlayBook failed to make inroads to the enterprise segment. As a result, RIM has been disappointing investors in recent months and has slashed its sales and earnings forecasts.
RIM is losing shares to Android and iPhones in recent time. In fact, investors are betting Research in Motion's stock is in for more pain. Android, especially, is busy in grabbing greater chunks of the smartphone market while its competitors watch their share shrink or stagnate. Overall, RIM has lost pole position on the smartphone racetrack. The data revealed that the number of subscribers using RIM phones went down from 31% to nearly 25 percent.
If RIM wants to retain its leading position, it must move quickly against its innovative competitors. It must focus on the following areas to recoup its lost shares.
Break the stereotypes: While other smartphones vendors are leaving no stone unturned in turning their device better than iPhone, RIM is just addicted to its old style of phones. However, the security of BlackBerry, the incredible QWERTY keyboard design and latest to add is the touch interface will definitely push BlackBerry devices in better continuum. RIM should add more interesting features in the upcoming devices so that it can squeeze the market share of its rivals.
Mobile Device Management: It is one of the hottest topics on the minds of company’s heads. RIM has always played a pivotal role in mobile device management. If users possess their own devices, or utilize corporate-purchased phones for personal use, they must be managed. BlackBerry devices have always been the premium choice in places like the federal government and financial services, where security, control, and compliance are imperative.
But now, new companies have emerged to dethrone RIM as the king of mobile device management, which promises to offer everything from manage and control devices through to the enforcement of policies. RIM, however, to give them a stern reply bought Ubitexx and now claims that it will present multiplatform mobile device management, all in a single view. But, RIM is still to prove its point to regain that lost focus.
SDKs: End users always crave for applications, whether those are personal or work-related, whether for entertainment or productivity. Apple’s enormous success was not because of being first in the market but also because of the efforts that it put towards integrating plenty of applications. Even, Google is following the same path.
RIM, on the other hand, has always battled here. Its directory of smartphone apps is very thin. The only ray of hope that can survive RIM is the BlackBerry Enterprise Application Middleware (BEAM), now in beta. It could boost the enterprise existing corporate client/server applications to BlackBerry platforms.
In fact, the trend watchers suggest that the applications should have been introduced as part of PlayBook. The tablet could have become more persuasive for developers with the support for a variety of programming tools, from Adobe AIR and HTML-specific SDKs (WebWorks), to the forthcoming C++ and Java SDKs.
Partnership: Microsoft made a bold move by buying Skype. Although RIM’s BlackBerry Messenger (BBM) has been a booming affaire but it only works among BlackBerry users. RIM could do wonders by opening up BBM and working with companies like Microsoft and others on a universal way to facilitate communication.
If RIM firmly focuses on these areas, then no one can stop it to become the leader in mobile world.
Satinder /ITVoir NewsDesk
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