Originally Posted by nvidia2008
I think we have a situation here whereby RIM culture is so built up on business and the style, ethics and drive of "the suits". Interestingly, the product has attracted a following on the strength of some of its features. The question is, can RIM stay relevant and update itself for both markets? I would suggest they create a sub-brand. Just like Poppy under Coach. That should be what they are focusing on, not trying to play catch-up with a tablet that may or may not have good business use until a year from now... Though I would like to see the Blackpad gain traction, there just aren't enough iPads to go around in global usage even through end of next year!
1. BlackBerry's enterprise features sell themselves to businesses.
Of course RIM should continue to develop the enterprise side of BlackBerry. That's a major bit of RIM's identity as a company. But I think that one thing you don't quite understand is that the teens will care about none of the enterprise features in a BlackBerry. They don't care, and they don't have to
, because all of those features stay deeply in the background and don't get in the way of their own user experience
(which is primarily BBM and Facebook-driven).
So this whole thing of creating a kids-oriented sub-brand is unneccessary, both in marketing costs and R&D. Microsoft tried this with Kin, and it failed. I believe it's primarily because they didn't follow the "Pixar Theorem". What is that? Well, basically, Pixar movies are known as being incredibly entertaining for adults, as much as they are for even the younger kids out there. One of the Pixar execs was interviewed a while back, and asked why that was. His response: "We don't make movies for kids."
He explained that they make movies for themselves, then take out anything objectionable to kids. Furthermore, he said that kids aren't as stupid as many people think.What BlackBerry offers is Pixar in a phone.
Teens get something; adults get it, too, but also have a bunch of other stuff, just for them. But that's all on the same device, with the same OS. Microsoft didn't try that with Kin.BBM sells itself to kids
, once they see it and use it. BBM works fine with the current RIM phones. Get kids into BlackBerry/BBM as kids, watch them become adults, then see them stay with BlackBerry as they grow into those enterprise features (which were always there), helping them in their newfound careers! In other words, let BlackBerry be whatever the user wants it to be.
This process currently is seamless.
2. The focus on tablets is absolutely a necessity for RIM. Gosh, the dinosaur known as RIM gets it more than Microsoft does! Go read this thread again, and see if you can re-evaluate the point of tablets. Read (or re-read) my post about connection between Microsoft and IBM. This is a huge emerging market that is scratching the surface on what it can do. Google and Apple are already in the market. RIM needs to get into this market ASAP, and so does Microsoft (even though MS doesn't know it, yet). I can't blame RIM for focusing on what they are.
It will take some time, but by middle to late next year iOS 5 will probably have iPad and iPhone untethered and non-forced OTA upgrades and some free cloud backup services. iPhone 5 probably will come with MobileMe Lite or something... Maybe.
An interesting question, that I don't have the answer to: How will Apple be able to minimize the number of OTA updates, and therefore the strain on cell carriers? Will OTA updates and MobileMe Lite require WiFi? Will they only be available after, say, 15 days of availability? Will there still be the option to do it wired, via iTunes, once the OTA dialog appears?