Can new smartphones rekindle the BlackBerry fire?

RIM hopes to translate positive pre-launch buzz into sales of its Z10 and X10 smartphones Wednesday

By , Computerworld |  Mobile & Wireless, BlackBerry, blackberry 10

"We remind investors that actual sell-through matters to determine the true financial impact that the new OS and hardware will have on the company's financials, especially in an increasingly competitive environment," Suva said.

Michael Mullany, CEO of Sencha, a company that is an HTML5 development partner of RIM on the BlackBerry 10 platform, remains optimistic. "We think BB 10 has a good shot at re-igniting RIM sales," he said.

In an interview, Mullany said the prerelease Z10 touchscreen model that developers have been testing offers "incredible performance for the browser inside -- it will be a market leader for HTML5."

RIM also said it has seen heavy developer interest in building apps for BlackBerry 10, with 15,000 apps published in the BlackBerry World app store in two days.

Previous browsers in BlackBerry smartphones have been a sore spot for RIM, and Mullany remarked that the BlackBerry Torch smartphone, which was released two years ago was a disappointment. "When we got the Torch," he recalled, "we scratched our heads and said, 'Are they serious?'"

But Mullany also said that RIM has not "irreparably harmed itself," because mobile consumers "have very short memories." He said the Z10 has impressive speeds for scrolling content and responds quickly to touches.

Mullany said he's not privy to RIM's plans to market the Z10 or X10, but he noted that RIM has faced difficulties in the past in trying to attract consumers to BlackBerry devices after years of serving the needs of working professionals and enterprise IT shops.

In recent years, RIM relied on rock star Bono and the hip-hop group Black Eyed Peas to promote the BlackBerry brand among consumers. But even stellar marketing could not correct a problematic product like the Torch.

"I feel this [Z10] is a very robust consumer device," Mullany said. "It's not a business-only device for sure. It will do well in the consumer and prosumer market."

Mullany said he foresees the user interface of the Z10 working well with professional sports apps favored by the male professionals who make up an important demographic for the BlackBerry. Major League Baseball said this week that it plans to bring its At Bat app to the BlackBerry 10 phones for the start of the 2013 season.

"This is a market-leading device that's as fast as iOS and with more features," Mullany said. "RIM's done a fantastic job of GPU [graphics processing unit] integration. On the HTML5 side, it's a great deployment platform for apps. "


Originally published on Computerworld |  Click here to read the original story.
Join us:
Facebook

Twitter

Pinterest

Tumblr

LinkedIn

Google+

Join us:
Facebook

Twitter

Pinterest

Tumblr

LinkedIn

Google+

Ask a Question
randomness