Will Tomorrow Turn RIM Around?
There isn’t much more time before Research in Motion (NASDAQ:RIMM) launches BlackBerry 10, and in the time it has left, the company plans to make sure the launch gets every last bit of interest met with live web coverage of the launch event.
RIM has been troubled for years now, ever since the advent of the current-day smartphones. The company went from a front runner to the back of the pack in the mobile phone market. Though BlackBerry phones were arguably smarter than other standard phones, they just couldn’t stay on top of Apple’s (NASDAQ:AAPL) more user-friendly iOS and Google’s (NASDAQ:GOOG) Android devices.
RIM never gave up though. BlackBerry is still a well-known brand (if sometimes the butt of a joke) and the company has been working hard to make things happen for BB10. RIM worked hard to garner appeal with professionals, corporations, and governments; it offered a trial program to get them all familiar with the platform, and has a special dual-persona feature that would allow workers to keep personal and work-related data streams separate, and information secure…
For everyone else, RIM has been working with app developers to give BB10 the largest selection of apps at launch of any mobile operating system. The company has also worked to ensure that its new devices would satisfy the tastes of modern smartphone consumers — with one device being a high-spec, full-touchscreen smartphone, and the second device featuring a full QWERTY keyboard, like traditional BlackBerry phones. RIM also made arrangements with a numerous mobile carriers to ensure a wide availability of its devices.
With limited time left, RIM took one more step to ensure BB10 saw as much light as possible. The BB10 launch Wednesday will be streaming live online. The new devices and platform will be officially unveiled at that showing and all be available shortly after.
While a little extra publicity might not be enough to push RIM ahead of the iPhone or Android phones, it certainly can’t hurt. BlackBerry CEO Thorsten Heins said that the company is in a good position, is more streamlined, has no debt, and even has $2.9 billion in available cash. So, however the launch goes, it seems RIM could only fare even better as new sales come in.
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