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How Will RIM Turn Around Those Who Bailed?

by Travis Harvey | August 3, 2010August 3, 2010 9:30 am PDT

Research in Motion’s dominance in the corporate world has likely played a huge part in maintaining its still strong market share but a recent study suggests more than half of current users are looking to the competition for their next device.  How will RIM change the minds of at least some of the potential bailers?

At today’s event, RIM is expected to finally unveil OS 6 as a whole, giving would-be buyers the confidence that RIM can also innovate alongside its competition.  OS 6 will bring a ton of welcome changes to the BlackBerry OS including a fancy WebKit browser, revamped media playback, and UI overhaul to freshen things up.  RIM can’t stop there – they can’t afford to.

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An updated user interface isn’t likely enough to for many of the prospective users looking to bail.  RIM needs to court developers in a way that competes with the mobile smartphones of today and the soon-to-market Windows Phone 7 platform.  The BlackBerry App World has been around for years but has yet to see the explosive growth on both iOS and Android.  RIM needs to focus on convincing developers that their platform is worth the investment.

With all this talk of a BlackPad unveiling later this year, RIM needs to show the world they’re more than competent when it comes to touch.  The BlackBerry Storm and Storm 2 were less than well-received, a feeling that’s anything but reassuring as they try to convince the world their touch products are just as good as the competitions.  RIM needs a home run all-touch device without the gimmicky SurePress, SureType, or whatever SureCrap name they slap on it.  Show us a Droid X, EVO 4G, or iPhone 4 competitor that’s worth a second glance.

The future of the BlackBerry isn’t extinction but their current offerings show a strong sense of complacency.  They’re not innovating, they’re catching up and the longer they take to up the ante, the faster they’ll find their user base dwindling.  Do you think RIM will hit a home run with OS 6?  Is it enough to hold on to some of those reevaluating their options?  Let us know what you think is in store for RIM and the BlackBerry.


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