January 30 is marked in a lot of calendars as the date we finally get to see RIM’s comeback strategy with BB10. 2 devices are expected to be launched, and there is a lot of excitement coming from industry insiders and the consumer public as well. But like much of the fate of Windows phone 8, success for the BB10 platform will come down to trust.
Blackberries were the top of the line for the corporate world; a phone that didn't feel like a toy and didn't perform like one, with the best keyboard in the business and the most efficient email management platform at the time. But the competition gained ground and came to play right in RIM’s backyard, selling the idea that their devices belonged in the corporate world even outperforming the offerings from the Canadian giant. And as they found themselves playing catch-up, users began to fleet to more attractive and stable products.
Blackberries got old fast and users felt abandoned, as the company seemed unable to find answers as fast as the public was asking the questions. IOS and Android got bigger, and even Microsoft saw a window (no pun intended) to gain the ground that they had lost.
BB10 is RIM’s answer to all of the questions it couldn't answer before. The devices look sexy, well build and the UI and the OS look enticing with great features and a current look. They also pack features like the work and personal profiles and the Blackberry Hub, which by no means invents the wheel, but definitely offers a new package for it.
In a mobile world dominated by IOS and Android, everybody else is fighting for 3rd place. There are many type of users out there, as RIM very well remembers. Is it too late for a comeback? Or will users return to their Blackberries trusting that the company they once loved won’t leave them without answers if they have to play catch-up again.