When you’d start to believe Blackberry has lived its days and seen all its glory, Thorsten Heins, CEO of RIM, steps up to the plate and is in the process of turning that around.
Just like there was a time where Nokia phones were the undeniable “it” cell phones, Blackberry too has had the same experience. Everyone in the business world depended on the phone’s unique feature of easy e-mail access. That was the selling point of Blackberry, and then it was the BBM that was a rave amongst everyone for connectivity factor with friends.
There is still a substantial following of the Blackberry phones, significantly less because of the Android and iOS operating systems, though. There is considerably more decline in Blackberry users in the US and Europe.
Now that the problem was apparent, very calculated corporate restructuring and change in the dynamic of the Blackberry phones have been undertaken. Blackberry is now focusing on developing its marketing technique, following the product concept, understanding the customers’ needs, and delivering that with finesse.
The new Blackberry 10 operating system, unlike any other phone made to date by the Blackberry folks, is a touch screen phone with absolutely no buttons. They are taking hints from the variety of Android and iPhones.
Customers are now embarrassed to own a phone that is not fully touch screen operated. And Blackberry has hit the target; Mr. Heins, in his interview with Rory Cellan-Jones, the BBC Technology correspondent, described the new Blackberry 10 operating system as; “whole new paradigm”.
The new phone has something called the “Flow,” which enables the user to freely navigate from app to app without going back to the home screen. Once RIMs appeal was the keypad phones, but Mr. Heinz confirms that the touch screen is the future of Blackberry.
BlackBerry 10 Sneak Peek: Mobile Has a Brand New Flow:
The confidence exuded by the Blackberry executive is exciting, even though the phone will not be available until the first quarter of 2013; the team is creating the buzz. They are traveling across the globe to promote the future of Blackberry to developers who will provide the company with competitive apps that would stand against their android and iOS counterparts.
The mobile operators to are being approached to help sell the product to the customers. The belief of Mr. Heins and his executive team is splendid; he added in the same interview that “quality matters,” he also informed that, “We’re not just building an update of Blackberry 7, we’re building a whole new mobile computing platform.
Don’t underestimate the dynamic that this platform is going to create in the market.” Well, that sure shows that they’re not doing this for the sake of trying; the company is serious about getting back the fame Blackberry once had; this is especially evident from his statement, “In the US we are going to regain our market share with Blackberry 10.”
Even though it will be a tough fight for RIM, they seem to have a good business plan; this is a lesson for everyone going through a wrong time in their business. Striking harder than before with confidence and good quality is the best thing to get customers back or generate new ones. Let’s wait and watch the drama blackberry will bring to the smartphone boxing ring.