RIM's Big Move

Yesterday was a huge day for RIM (Research in Motion). The Canadian smartphone innovator didn't just unveil a new phone, the striking hybrid slider-touchscreen BlackBerry Torch; it also showcased its brand new operating system OS 6.

2010 will be remembered for a lot of things in the technology and consumer electronics market but it is shaping up to be a year of huge smartphone news. Android's gone supernova with a long list of phones on every carrier and some sweet upgrades to its dessert-inspired OS. Apple's hit another homerun with the iPhone 4 and iOS and is only expected to continue to cash in. Later this year, Microsoft's make-or-break Windows Phone OS will make its big play later this year and HP-Palm is certain to get in the mix sometime soon, these are exciting times!

What about RIM? It has established a huge and loyal following through time. In terms of business users, governments and a nice slice of the consumer market, RIM has been an unshakable colossus.  It has maintained its place as the no. 2 smartphone maker (behind Nokia). But that was before competition caught up and the smartphone market crossed over the consumer threshold.

BlackBerry's reputation is great for business-oriented phones and applications. Their e-mail system is second to none and no one makes keyboards like RIM. They have had a bit of a tough time catering to the consumer market. Their earlier attempts at touch-enabled devices (the BB Storm and Storm 2) were not well received. Hopefully that is about to change.

The BlackBerry Torch (coming to Canada in the fall) integrates a full-touch OS (for media, web surfing, apps and entertainment) and a slide-out keyboard for serious e-mail and communication. Coupled with the slick new BlackBerry 6 operating system, this could be a one-two punch that excites the established business users as well as entices the consumer set to jump to the BlackBerry bandwagon.

One problem that RIM faces as it pushes for wider acceptance is the dismal state of the BlackBerry App World. Currently offering 5,000 apps, the lack of choice is compounded by the cost of the apps themselves. Apps begin at $2.99 and up. Many of the truly useful apps are around the $10.00 - $40.00 range, which is exorbitant compared to the $1.00 for useful-app model pioneered by Apple. As a BlackBerry user, I've personally avoided buying apps as I feel the pricing is so random and ridiculously high.

RIM needs to get smart with the App World if it is serious about competing in the smartphone market. Now that it has a flagship device, a new OS and hopefully a new way of thinking. They should focus aggressively on making BlackBerry truly competitive. New hardware and OS are only two thirds of the solution.