Can Blackberry fight back?

 

Blackberry's Alec Saunders: "Applications are the thing that sell handsets today"

I approached the Blackberry stand at Mobile World Congress somewhat nervously on Monday. After all, I have a little history with Research in Motion, the Canadian firm behind what was once the most successful and innovative device the world had ever seen.

For many years, RIM was run by two men, and last year I interviewed them both with rather different outcomes. At the very same Mobile World Congress stand in 2011, Jim Balsillie showed me the Blackberry Playbook, emphasising its "true multi-tasking" - a dig at another tablet device, the iPad. "This is not just another tablet - this is the tablet," he told me.

Then a couple of months later in London, I met his co-CEO Mike Lazaridis, who was in London to give the Playbook another push. But that encounter ended badly, so badly that a long and forensic examination of RIM's troubles on the Verge technology blog, begins with that interview.

Mr Lazaridis, the engineering genius who had founded the business and made it a mobile superpower, had been happy talking about the technological prowess of the Playbook. But when I asked about the security row which had seen various governments demanding access to Blackberry traffic he took offence at the question and called the interview to a halt.

The tension over that issue seemed to reflect a company that had lost confidence in its direction. And 2011 went from bad to worse for RIM, with the Playbook selling poorly, a plunging share price, and agitation from shareholders wanting change.

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Does RIM have that much time in an industry which is changing so rapidly?”

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In January, the co-CEOs stood down, and after two decades of joint leadership RIM put its future in the hands of one man, Thorsten Heins. He's in Barcelona this week, wooing the operators on whom his company's future now depends. I was not astonished to be told that he was unavailable for an interview with me, but I was surprised and pleased that RIM were happy to put up another senior executive, Alec Saunders.

He joined the company last September as vice president of Developer Relations and Platform Development. Behind that corporate gobbledegook is a key role - persuading software developers who are now focused on the Android and Apple platforms that it's worth writing apps for the Blackberry. And, whatever he might have been told about the beast from the BBC, Mr Crawford proved an amiable and fluent evangelist for his company.

In contrast to last year, the Playbook no longer seemed central to RIM's future. There was instead an emphasis on the Blackberry's existing strengths as a communications tool - a device for making calls and sending emails - supplemented by all the bells and whistles which most smartphone users now demand. The current range of devices look good - there is still an appeal to typing on a keyboard rather than a touchscreen, and it's refreshing to see a phone that does not look like every other iPhone or Android clone.

Much store is being set by a new operating system, Blackberry 10, though that won't arrive until the autumn - "good software takes time" says Mr Saunders.

But does RIM have that much time in an industry which is changing so rapidly?

The industry doesn't seem to think so. Mention Blackberry to many people here, and they grimace and change the subject. An assumption is building that RIM will not have the firepower to compete in the smartphone market on its own, and is likely to be sold, perhaps to an Asian company. When that kind of talk spreads, it is difficult to maintain morale in a business.

Alec Saunders insists he loves going to work in the morning, and is convinced that the Blackberry has a bright future. But he and the rest of the new management team are going to have to work fast to make RIM relevant again.

 
Rory Cellan-Jones, Technology correspondent Article written by Rory Cellan-Jones Rory Cellan-Jones Technology correspondent

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  • rate this
    -1

    Comment number 1.

    Many of my friends have 2 phones, for separate uses. The most common are Blackberry for work, and iPhone for personal. However, their work phones are not chosen by themselves, but by their companies, perhaps because the perception is that Bb's are better for business. Yet, they all complain about the Bb: it does this, it doesn't do that etc, and they hate using it compared to the iPhone.

  • rate this
    0

    Comment number 2.

    @1 That's exactly my situation, work supply a Bb, while I personally use an iPhone. I hate the Bb, it's not intuitive and the user interface is terrible. Scrolling through menus using a central button? My ancient Sony Ericsson had that. And If RIM are insisting on keeping the stupidly small keyboard to differentiate themselves, they should realise that there is a reason others haven't. It's awful.

  • rate this
    +2

    Comment number 3.

    It seems to me RIM and Apple are in the same boat now, each with new chief execs who must prove their worth over the next year or two. With the technology moving so fast it won't take long for the iconic legacy of the past to wash out of the system and show what these guys are really made of especially with others snapping at their heels. One BBC guy lost all his contacts when his BB broke.Notgood

  • rate this
    0

    Comment number 4.

    I have been a blackberry user for 12 years now, and bought a Blackberry Torch 9800 17 months ago. It is the worst BB ever. It crashes every day, it is slow. RIM decided to issue a poor device, which I paid for. I now decide to give someone else a chance as soon as my contact is finished.
    My experience is that companies on the decline do a lot to retain their customer base - seems like RIM is not

  • rate this
    -1

    Comment number 5.

    The sad fact is that RIM didn't spot where the market was going. Reading this post you have to say that their well intentioned actions are way too late. Crazily,they are now going to try and compete head-on with the market leaders . Amazon took a different route and found real Bluewater with the Kindle Fire. Without some of Amazon's natural advantages will RIM be able to do the same? Hmmm...!

 

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