With well over a year overdue will the Blackberry 10 make the difference RIM needs? Recent studies have shown that RIM had plunged to near the bottom of the global brand ranking with competitors such as apple leaps up to 2nd place while rim falls from rank 54 in 2010, rank 56 in the year 2011 and now its ranked 93rd.
Their sales and market shares have also dropped dramatically. Their shipments dropped 41% within the time span of 1 year and their market shares have dropped form 11.5% to 4.8%. The new blackberry 10 may also be the final nail in the coffin for RIM. Their newest operating system being completely incompatible with the existing BES system, on one hand it may make loyal blackberry fans really happy and something that RIM employees could be motivated by (through the try thought of doing something meaningful). However on the other hand companies that have engrained RIM’s Blackberry within their infrastructure due to the changes in the operating system they may very well reconsider making the full transition over to the blackberry 10’s operating system or change into IOS or Android resulting potential loss of giant customers.
I think in the end it will depend whether or not the blackberry 10 will bring true innovation and creativity towards the mobile market, hopefully it could be a device that saves RIM much like how the iMac saved apple when the late Steve Jobs introduced it to the world
Sources:
http://blogs.computerworld.com/smartphones/21099/blackberry-10-why-rim-needs-fight-apple-survive
http://www.pcworld.com/article/262131/rim_in_trouble_thanks_to_blackberry_10_bes_chaos.html
http://business.financialpost.com/2012/10/02/rim-plunges-to-near-bottom-of-global-brand-ranking/
(picture)http://cdn.crackberry.com/files/kevin/blackberry-10-dev-alpha-hero.jpg
