RIM launches its new platform, BlackBerry 10, two new handsets aimed at the iPhone and Android market, changes the company name to BlackBerry and recruits singer Alicia Keys as its creative director.
Shipments of the new Z10 and Q10 phones, aimed at competing with Apple and Android, are a disappointing 2. BlackBerry announces it is studying "strategic alternatives", including the possibility of selling off the firm. Terms and Conditions.
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BlackBerry outage in Europe and Africa
Accessibility links Skip to article Skip to navigation. Wednesday 20 February Related Articles. February RIM subscribers top 50m, and the company announces an expansion with thousands of new jobs. April Apple launches the iPad tablet. November More than half the smartphones sold worldwide in the third quarter are Android-powered, some January 30, RIM launches its new platform, BlackBerry 10, two new handsets aimed at the iPhone and Android market, changes the company name to BlackBerry and recruits singer Alicia Keys as its creative director.
August 12 BlackBerry announces it is studying "strategic alternatives", including the possibility of selling off the firm. In Electronics. Meanwhile, Apple was working on something that would change the mobile landscape entirely. The launch of the iPhone didn't just re-energize the stagnant smartphone market, it caught the rest of the industry off guard.
BlackBerry pioneered and led the smartphone segment for decade.
One unforeseen fact was that the iPhone proved to be a hit with customers who wanted to do more than just connect to their company's email servers. Apparently, the average person wanted a real web browser, too. Businesses may have remained faithful to their keyboard phones, but the entire consumer market began ignoring not only RIM, but also Microsoft, Motorola , and Palm. This was the first major step toward RIM's dethroning. Unfortunately, it was aimed at the business market.
The true iPhone competitor, the completely touchscreen BlackBerry Storm, would launch in November , and it would land in stores without Wi-Fi. While the BlackBerry Bold and other business phones would come standard with Wi-Fi, BlackBerry ditched the connection for consumer iPhone competitor. It was an oversight that couldn't be overlooked by the average consumer hoping to stay connected everywhere.
The Storm also introduced another problem -- a clicking touchscreen. Instead, it had produced a touchscreen experience that was the worst of both. The SurePress touchscreen clicked when you pressed on it.
RIM CEO Apologizes For Yet Another Outage, Up To 4.7M BlackBerry Users Affected
But instead of a light tap, you would have to give the screen an extra little oomph of pressure for it to register your taps. It made using the BlackBerry Storm a chore. Meanwhile, in September , Google introduced its own mobile touchscreen operating system, Android. Now another competitor had arrived, and RIM knew it was time to revamp its operating system.
Android and iOS had robust app stores, multiple devices, and excited developers. RIM countered with a much-improved browser based on WebKit, which was rapidly becoming the mobile standard , better social interaction, universal search, and an application switcher. But it was only a marginal upgrade over BlackBerry OS 5, and it looked like the company that had ruled the smartphone world only three short years ago was now innovating in a vacuum.
A very slow-moving vacuum. But at least it was trying. Sort of.
It theory, it seemed like a good idea. Android tablets were also flooding the market after the success of the iPad. But like most of the the first Android tablets, the PlayBook was a disaster. Most noticeably, BlackBerry -- the company that made its name on mobile email -- shipped a tablet without a native email or calendar client. The press and users savaged RIM for failing to deliver a shining jewel to spruce up its now tarnished crown. The company had sloppily rushed the tablet to market, and it showed.
Early bugs were squashed with software upgrades, and an email client and calendar app finally appeared on the device along with PlayBook OS 2 in February But by then, the market was being divvied up by iOS and Android, and there was no room for a slow starter. The first sentence, "I have lost confidence," was damning -- and a public relations nightmare. It also exposed problems within RIM. In hindsight, the open letter looks like a roadmap for RIM's recent transition from a bloated mess to a lean company pushing new phones and updating its OS as quickly as possible. The new company is courting developers, as the letter suggested.
But, the letter and its cry for a more accountable company may have arrived too late to make a big difference.
And these criticisms should have come from the very top, and not an angry employee. Dual CEOs Every company needs someone at the top to make the hard decisions. RIM had two people.