RIM better get to work if it wants to compete with Apple

by Don Reisinger

March 12, 2008 —

This column is part of a series "Making It Personal" that explores our love/hate relationship with personal technology.

Just one week ago, RIM's BlackBerry device was one of the few smartphones in the world that was capable of addressing the needs of business professionals. And while Apple's iPhone was performing relatively well, it was unable to break into the business market because it lacked many of the features expected from an enterprisephone.

But all that has changed.

With Apple's announcement of significant improvements to its iPhone last Thursday, the possibilities of business use are endless. Sure, the inclusion of push email, contacts and calendars is great, but it's what the BlackBerry doesn't do that will set the iPhone apart and propel Apple to the top spot in all mobile markets.Don't believe me? Consider the fact that today's BlackBerry is only capable of hosting a finite number of applications that may not offer the kind of functionality most users are looking for. Also consider the fact that those applications are made by developers who are forced to guess what applications businesses really
want. But with Apple's SDK, all that has changed.

For the first time, people from all walks of life can create applications and tailor those programs to their own life. Can you imagine the possibilities? What if a company needed a specially designed application that has a direct
impact on its business? Surely a tech-savvy person could develop a tailor-made app and submit it to the IT department for review. If worthwhile, wouldn't the IT department mandate that the application be installed on all iPhones in the office because of its import to the business as a whole? Yep.

And unfortunately for RIM, you simply can't do that on a BlackBerry.

But what most people don't realize is that the iPhone's ability to eliminate a keyboard and let you touch your way through menus isn't what will sell this device to businesses. Instead, it's Apple's decision to offer development tools to everyone that will set it apart and take RIM down a path it certainly doesn't want to follow.

Of course, RIM can't be dumb enough to not realize what's really going on. Right now, the BlackBerry, which has heretofore been the key device in just about every business, will no longer hold on to its position of dominance. In fact, I would venture to say that the chances of it maintaining that 41 percent market share are slim and none come June.

But then again, RIM may have something up its sleeve. In fact, a recently leaked patent filing suggests the company's next BlackBerry may offer a touchscreen and a hidden keyboard to improve upon the iPhone's junky Virtual Keyboard. But let's be honest -- if anyone thinks that'll help, they're sadly mistaken. The only way for the BlackBerry to maintain its position as the device of choice in the enterprise is to offer the kind of SDK Apple has already announced. If it doesn't, businesses will find reasons to throw RIM's product away and look for something better in Apple's.

Don't kid yourself -- RIM must do something now to stop the iPhone onslaught. If it doesn't, look for the BlackBerry to join the heap of other insignificant mobile devices before the year is over.

Trust me, it's that bad.

RIM better get to work if it wants to compete with Apple

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