What does RIM need to do to recover?

[neiltc13]

There are so many posts and threads in here with people saying that RIM is dead, RIM has nothing to offer, RIM's next BlackBerry will be the last.

I was wondering though, what do you guys think RIM needs to do to recover from the last few months of dropping sales? If you were the CEO, what would you to do get back to the top?

 

[blueroom]

If I knew that I'd be running RIM.

 

[neiltc13]

I think RIM needs to look at its products and realise what is best about them. To me, the key feature that sets them apart is the unique hardware - Blackberry smartphones have the best keyboard around and their focus needs to primarily be the business market.

After that, RIM needs to look at the products it offers. Looking at the BlackBerry site, there are lots of handsets available but it's not clear what one is best. Bold, Curve, Torch, all with numbers after their names. This is confusing.

The needs of many business users will surely be quite similar, so why not produce an "ultimate" phone that appeals to them? The phone with the best screen and best keyboard should be the one that is displayed most prominently on the site.

The products all appear to be quite different and there isn't anything linking them together.

I'm actually not sure that RIM needs touch screen only devices. Do their customers actually want them? If the primary reason people buy these phones is email, then surely that must be a no.

 

[blueroom]

Confusing product line, yep. Sounds like Sony's in the same boat.

 

[neiltc13]

With the Playbook I think RIM missed a huge opportunity to capitalise on the Laptablet market. The best feature about their smartphones is the keyboard, so why not scale that up?

Blackberry should be bundling a keyboard with all Playbooks, rather than reducing the price. A nicely designed tablet with a small keyboard dock would do so well.

 

[blueroom]

Playbook is dead, RIP.

RIMs only chance may be the business market. Even then tough call as most business folks could just tether their laptop to almost any smartphone.

 

[rhett7660]

It is funny you bring this up. The organization I work for just had a presentation from RIM about the future road map for the company. I can tell you this, we were not impressed with the overall presentation. Example, they were demonstrating social networking tools for company that does not allow access to them and they know we don't allow access to them. This is only one of many. The only product we did like was they are expanding the BB Server to now control and manage iPhones and Android phones. However windows phones were not mentioned at present but were being looked at.

Oh, one other thing we liked is they are going to have their own Android market that is going to be setup like Apples where you need approval to list on it. They are going to be screening the apps.

A lot of the features were months to years out which is what we were looking at, but a good chunk of the stuff they were doing is already been done on the other platforms.

I don't know enough about the inner workings of the company do make an educated guess as to what they need to do, but judging from the presentation they are pretty far behind in terms of smart phone technology.

 

[*LTD*]

A game-changing, market-redefining product.

Three years ago.

OR . . .

Steve Jobs risen from the dead and hired by RIM.

Both are quite unlikely at this point.

 

[rdowns]

I think they're done and I don't expect Windows to gain much share either. It's a 2 horse race at this point.

 

[roadbloc]

Focus my efforts on the enterprise, industrial and business markets only. That would be a nice niche to survive on until the iPhone fad blows over, which it will, just like the BlackBerry one has.

 

[Shrink]

Declare bankruptcy!!??

 

[Macman45]

I really can't see a way back for them now, with the iPhone and other products eating into what WAS their client base, seeming to lack any kind of direction also. The only way could be diversification, but I doubt they have the capital or the R&D boots on the ground to achieve it.

 

[Tinyluph]

http://www.youtube.com/watch?feature=player_embedded&v=gzof2I9pj0A

Aside from the terrible home screen they have come up with a few clever features that are a lot more interesting than what WP7 or Android seem to be doing.

 

[88 King]

I think RIM should focus on enterprise and government contracts, and become the IBM of mobile world.

RIM's flagship devices are behind compared to IOS and Android in every department (hardware, operating system and 3rd part apps). I just don't see how RIM can ever catch up to Android and IOS or even Windows phone.

More importantly, they and Nokia are also loosing market share in the developing market to low cost Android devices. Consider a $100 Android device can do more than a Blackberry flagship phone, it is hard to see why any consumer in both developed and developing world would choose a Blackberry.

 

[Zombie Acorn]

Hardware keyboards are done, get rid of them, no one is going to type out a long ass email on a blackberry anyways, and now that driving and texting is illegal its just one less reason to use the blackberry vs. an onscreen keyboard. I can't imagine owning a blackberry just because of the cramped screen. Is that really enjoyable to surf the net on? No.

They also need to make blackberry the easiest platform to develop on somehow, without developer inertia you can pretty much kiss your ass goodbye. The great thing about android/iOS is the phones keep reinventing themselves with new apps every month. I can't imagine how boring my phone would be without developer support.

 

[vrDrew]

Given the length of time necessary to do the hardware and software engineering required to be a credible player in today's smartphone market, I don't think they can do it.

Simply put, RIM sat out two generations on smartphone development, resting on their laurels in the belief that their unique value proposition (ie. the supposed security and reliability of their private network) was enough to withstand the tsunami of the iPhone and its Android competitors.

The new CEO of RIM has stated his intention to focus on the "enterprise" market. This is a mistake: "Enterprise Support" is a feature, not a product. The sort of corporate MIS buyers who used to specify Blackberry have either been outvoted by their corporate peers, or they have needs that are no longer uniquely or defensively answered by RIM.

If RIM had the deep pockets (and patience) of Microsoft, or the massive handheld business of Nokia, they might be able to hang on long enough. But they don't. At this juncture it makes most sense for them to dispose of whatever assets they still have (ie. patents, their global telecommunications network, etc.) while they still have some value.

 

[smoledman]

Given the length of time necessary to do the hardware and software engineering required to be a credible player in today's smartphone market, I don't think they can do it.

Simply put, RIM sat out two generations on smartphone development, resting on their laurels in the belief that their unique value proposition (ie. the supposed security and reliability of their private network) was enough to withstand the tsunami of the iPhone and its Android competitors.

The new CEO of RIM has stated his intention to focus on the "enterprise" market. This is a mistake: "Enterprise Support" is a feature, not a product. The sort of corporate MIS buyers who used to specify Blackberry have either been outvoted by their corporate peers, or they have needs that are no longer uniquely or defensively answered by RIM.

If RIM had the deep pockets (and patience) of Microsoft, or the massive handheld business of Nokia, they might be able to hang on long enough. But they don't. At this juncture it makes most sense for them to dispose of whatever assets they still have (ie. patents, their global telecommunications network, etc.) while they still have some value.

RIM is dead baby. Once WP8 "Apollo" comes out with all the enterprise features like full device encryption, VPN, support for biometrics it's all over.

I mean really would you rather be doing your everyday enterprise tasks on that clunky BB10 UI or Windows Phone? The answer is clear.

 

[blueroom]

Declare bankruptcy!!??

Not bad, I'd go for the briefcase full of cash and helicopter approach. Same thing you see politicians do when the government is collapsing.

 

[Consultant]

With the Playbook I think RIM missed a huge opportunity to capitalise on the Laptablet market. The best feature about their smartphones is the keyboard, so why not scale that up?

Blackberry should be bundling a keyboard with all Playbooks, rather than reducing the price. A nicely designed tablet with a small keyboard dock would do so well.

Announced today, the not yet released Blackberry 10 will have an on-screen keyboard, just like the 2007 iPhone.

 

[roadbloc]

Announced today, the not yet released Blackberry 10 will have an on-screen keyboard, just like the 2007 iPhone.

I'm fairly certain RIM have been doing keyboard-less BlackBerry's for some time now.

 

[smoledman]

Announced today, the not yet released Blackberry 10 will have an on-screen keyboard, just like the 2007 iPhone.

Blackberry Torch has an onscreen keyboard.

 

[DingleButt]

I think they need to make awesome devices with an elegant OS to back it up and then come up with a great marketing strategy that will make people notice.

The OS needs key apps that dont leave people feeling left out.
It needs to run like butter, like keep up with WP's fluidity.
The phones need superb battery life, like life changing battery life that will make business and active people excited.
Nice looking for men and women.
Awesome communication features in the OS with the same security features for businesses that made BB popular in the first place.

Then they need to hope Microsoft fails with WP8

 

[MacNut]

Hardware keyboards are done, get rid of them, no one is going to type out a long ass email on a blackberry anyways, and now that driving and texting is illegal its just one less reason to use the blackberry vs. an onscreen keyboard. I can't imagine owning a blackberry just because of the cramped screen. Is that really enjoyable to surf the net on? No.

I know a lot of people that don't want to give up a physical keyboard. They don't want to be forced to iPhone or Android. The problem is those people are not the market these companies are after. I agree that RIM should stick to the corporate market and let the consumer side go.

 

[noisycats]

Build something people actually want to buy?

 

[roadbloc]

Build something people actually want to buy?

The sad thing is, the smartphone market is based off fashion. The consumer only wants what is 'in' at the time. BlackBerrys used to be in fashion. Now they're not, iPhones are. In a a year or two something else will be.