Over the past couple of years, BlackBerry maker Research In Motion has had its share of struggles. It’s seen switches in leadership, its latest operating system delayed until next year and there have even been talks of potential buyouts.
Speaking with The Telegraph, RIM’s CEO Thorsten Heins addressed the possibility of switching software platforms à la Nokia, but explained why his company decided not to.
“We took the conscious decision not to go Android. If you look at other suppliers’ ability to differentiate, there’s very little wiggle room. We looked at it seriously – but if you understand what the promise of BlackBerry is to its user base it’s all about getting stuff done. Games, media, we have to be good at it but we have to support those guys who are ahead of the game. Very little time to consume and enjoy content – if you stay true to that purpose you have to build on that basis. And if we want to serve that segment we can’t do it on a me-too approach,” said Heins.
It’s obvious that RIM’s platform caters to a different audience than Google’s Android operating system. While there are several business savvy Android applications, BlackBerry’s biggest appeal his been its enterprise solutions and unique platform features such as its BBM messaging system.
It should be noted that Heins never said that a switch to Android or any other platform was completely out of the question.
It’s great to see a CEO stand by his company’s product. Many have labeled BlackBerry 10 as RIM’s last hope. If BlackBerry 10 isn’t the success that RIM so desperately needs, it will likely be the final nail in an already crafted coffin.