In Cathy Lee’s “Blackberry Recovery of Rediscovery” blog post, it talks about the newest RIM’s BB 10. I strongly agree with her point that the BlackBerry is lagging behind its competitors. Because of their late introduction of smart phones, RIM has been hugely losing their customers. Some people might argue that BBM feature will keep their customers, but i think the opposite. BBM is not the point of difference for RIM anymore. There are many apps that allow people to communicate through messages with their smart phones. For example, in Korea, KakaoTalk is very famous app that almost every smart phone users use for messaging. The app is provided for both Apple’s appstore and Google’s Playstore, it allows both iOS users and Android users to communicate. RIM should have keep up with the trend to satisfy their customers. It has been too late that RIM has lost their point of difference. Current BBM users would also change to other devices because of the decrease in use of BBM. The new BB 10 will not attract new customers since all the features are already available on other smartphones that already exists.