It’s no secret that RIM has over the last few years lost out to Apple and Google in the mobile race. Yet the new BB10 OS that is ready to roll out later this month could find it slightly beneficial to not be at the top right now, with Microsoft, Samsung and Apple not really doing anything this year mobile related (at CES). At least six new Blackberry handsets, aimed at different segments of the market, are set for release this year.
According to reports, 150 mobile carriers are currently testing BB10, with no exclusive deals having been signed yet. Quite clever by RIM as this leaves greater scope for areas of the market RIM wants to concentrate on, and more open to what devices it would like to sell in those markets. Add to that the promise of more than 70 000 apps that RIM promises will be available, and the title of being third best does not look like a bad one at all.
Yet with an existing base of about 79 million Blackberry users, the company should still have enough weight to pull itself back, even if it is to just have a better standing at third place, if it’s lucky. The new BB10 phones will feature a new UI called Blackberry Flow, with seamless scrolling between apps. Blackberry Peek allows a user to view another app while using one already, and Blackberry Hub combines all the messages and notifications in one area.
2013 should be a bright one for RIM.