Are the days of BlackBerry over? This is the question being asked by many business users. Usually called as business phone, Blackberry has been the regarded as a business phone for years much before the advent of Apple’s iPhone. However, the popularity of BlackBerry as email phone has been greatly reduced over the past few years due to several factors. However, there are certain measures which Research In Motion (RIM), the maker of BlackBerry is required to do to regain its market share which it has lost to Apple’s iPhone and Google’s Android phones.
The first task is the constant up gradation of the operating system which are being used in the BlackBerry phones. The operating system which is being used in these phones requires transition and switch to a new platform which supports modern technology and apps and delivers a better internet experience. The OS is required to be designed in such a way that it supports touch screen functions. Most of the BlackBerry phones are designed in a non-touch environment, due to which the navigation became more difficult for the blackberry users. The new operating system is must also support the new ecosystem. Just like the iPhone and the Android OS, RIM also requires preparing a business focused ecosystem for its BlackBerry OS.
The next task which is required to be followed by RIM is innovating the new apps at a much faster pace. This will help the users to avoid the next gen apps of the competitors when the blackberry users are using the old generation apps.
RIM is also facing stiff competition from cheaper Android’s handsets. The selling price of the BlackBerry Phones has decreased in the last few years which have also caused the direct impact on the profitability of the company. RIM is also required to avoid acquisition as the previous acquisitions have resulted in worst financial results which eventually lowered the share price.
It is important that RIM understand the consumerisation of IT. With the introduction of iPhone, iPad and Android based phones; the executives are now turning to these devices instead of BlackBerry which used to be called as enterprise phone. It is now required that RIM must try to reach out to the new consumers in the market.
For many years, RIM enjoyed the privilege of being the best in providing mobile technology. However, with more competition in the market, the time has come for RIM to end the complacency and innovate new features in their products.