Are RIM’s BlackBerry 7 smartphones enough?

Are the BlackBerry 7 devices enough?

It has been a huge day for Research In Motion, as the company just unveiled multiple BlackBerry 7 devices and these should land on a carrier near you within weeks (hopefully). These devices sport beefed up hardware and an updated operating system but are these enough to help RIM compete against the likes of Apple, HTC, Samsung and other handset makers?

Let’s take a look at the hardware, as RIM is showing off the BlackBerry Bold 9900, 9930, Torch 9810, Torch 9850 and 9860 (I understand its naming convention but hate it nonetheless). The company said that along with BlackBerry 7, “each smartphone also features a range of powerful hardware enhancements including a 1.2 GHz processor, HD video recording, 24-bit high resolution graphics, and advanced sensors enabling new augmented reality applications such as Wikitude that can be seamlessly integrated with BBM 6.” It’s calling the new OS a “performance driven platform.”

I’ve played with the Bold 9900 and Simon’s rocketing to Toronto to hang out with BlackBerry enthusiasts and the new devices tonight. Overall, I thought the new Bold was a nice piece of hardware with good-but-not-great hardware. When the original Torch came out, RIM defenders said that the speeds and feeds don’t necessarily matter compared to the overall experience.

I agree with that statement but also think it’s disingenuous to say that better hardware can’t lead to better experience. While RIM isn’t on the bleeding or cutting edge with its new devices, the BlackBerry 7 devices do pack enough horsepower to keep die-hard fans satisfied. A BlackBerry 7 device will definitely be a major upgrade from previous BlackBerry smartphones.

But is keeping a shrinking user base happy enough for RIM to succeed? One survey showed that 67 percent of current BlackBerry owners plan to switch to the next iPhone. Yes, you can dispute the methodology of that study but this is definitely not a good sign for RIM. What’s more troubling is that none of these new devices seem like they will bring in new users.

It’s not really a hardware issue but it’s the software and apps. When I hear RIM crow about the new direction of BlackBerry 7, I think, “Shouldn’t it have always been a performance driven platform?” I suppose you could say BlackBerry has been built on a communication driven platform but users want a sexy phone that can run the latest and greatest apps and I don’t see BlackBerry 7 moving the needle for developers. Yes, the social features of BBM 6 could make for some interesting apps but developer interest is steadily declining and RIM’s future platform strategy looks like a mess.

So, you’re a developer and you’re going to develop for RIM. It’s obviously not going to be your first choice unless you’re in a specialized market because Apple has paid out billions to developers and Android ownership is growing like a weed. But let’s say you want to create an original, innovative apps for BlackBerry – You could go for the “performance-driven” BlackBerry 7 or maybe create for the more-robust QNX even though it has a minuscule base but you know that it will eventually be RIM’s smartphone platform.

The other option is to just create a really good Android app and hope that it runs well on the BlackBerry Android emulator on QNX. It likely won’t be as good through the emulator but you’re risking less development costs by going with the more popular platform and anything you get from BlackBerry would be gravy. Which path do you think most talented developers would take? That’s a bit of inside baseball but it does impact consumers on a deep level because real people love apps and want the latest and greatest on their devices.

On both the hardware and software sides, RIM doesn’t appear to be taking many chances and this steady approach has already proven to be disastrous. I don’t expect RIM to be able to turn on a dime, as these devices and software have been in the works for years. My previous conversations with the company haven’t instilled confidence that it has made the long-term decisions necessary to better compete in the modern smartphone landscape.

Alright, I’ve had my say, now let us know what you think in the comments.

  • http://www.intomobile.com/ Simon Sage

    I’m going to have to agree that the OS7 generation isn’t going to be where RIM suddenly turns everything around, but I do think it will be the pivoting point. By that, I mean these BlackBerrys just barely catch up to the current top-tier standard for smartphones, but as an in-between step towards QNX smartphones next year, it’s necessary. 

    • http://www.facebook.com/people/Quintus-Murray/1469036783 Quintus Murray

      at least they won’t be the next nokia/symbian!!!!!

  • Ryan64

    Totally agree Simon.  This is a stepping stone to QNX phones.  It had to be done, its not prefect, but it is what it is.  I don’t think people really understand how powerful RIMs new QNX platform will be.  RTOS are amazing.  With the Playbook and Phones all running QNX, its going to be a game changer.  No one can dispute that QNX isn’t the superior platform, only thing up for argument is if its too late..

  • Shaun Collins

    Slow the bleeding, maybe. Stop the bleeding, not a chance. The developer community is the key. Without the apps, and the developer marketing directed at/to your platform, the road back to glory will be impossible.

    • Anonymous

      Good point, I worry that the move to Android apps will mean that BB won’t get good apps properly optimized for its devices though

  • guest

    Blackberry needs to create a device that runs android.  They then could package their business software with it.  This would be the device for cooperate america.  

  • Anonymous

    Ya RIM ISN’t going to turn around their dismal performance of 600+ million dollars profit last quarter. That’s right a 600+ million dollar profit. Why do you idiots pit up.articles with titles like this one. It is a stupid knee jerk reaction to write crap like this. thoughtless and does intomobile no credit. 

    Now lets put things right. With this new line up of phones RIM should easily surpass a profit or 600+ million dollars of profit for the next 4 quarters. um yes I think they will survive until QNX. DUHH!!!!!!!!!

    • Anonymous

      Sure, Nokia made nice profits too while it was on its downward slide

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