In this post, Joseph talked about how RIM has fallen in the ranks from 56th to 93rd. This is due to Blackberry’s lack of innovation and creativity compared to the Apple and Android phones. Because of these competitors, Blackberry must come up with a new way to present their phones and show business professionals why they should choose Blackberry again. Joseph also raises the question of how RIM can improve their brand again and create a new POD (BBM vs iMessage).
I agree with Joseph that the Blackberry in comparison to Apple and Android phones lack in the specialness and differentiation. However, I feel that this also raises another question – previously known as the “business” phone, Blackberrys had the main concept of what businessmen required in order to properly communicate during the day; does that mean that all people using Apples and Androids are business professionals and need such intelligent devices throughout the day. Could RIM try to focus more on the business aspect of the functionality of the phones instead and create their POD that way?
(Source: Joseph’s Blog Post, Blackberry IMG)