The iPhone. It was something they had never seen before. Their response? Manufacture iClones; simulations of a truly remarkable product that are half baked, and truly un-revolutionary. The problem? The market got saturated.
Before iPhone, the market defined a smartphone as, “a mobile phone capable of providing the functionality found in a PDA.” If the device had a touchscreen, it used a stylus. No touchscreen, no stylus. Somewhere along the lines, iPhone changed the definition of a smartphone to a more socially accepted definition, “a mobile phone capable of providing the functionalities found in a PDA, and has a touchscreen.” Hence iClone.
RIM founder and CEO, Mike Lazaridis, took the stage, ready to announce the biggest change BlackBerry had ever seen: the BlackBerry Torch, and the all new BlackBerry 6. If you predicted RIM would announce a major update to the BlackBerry OS, capable of competing with the iPhone – you came close. The Problem? RIM made the decision to mold the BlackBerry from a world-renown messaging and communications device, to an iClone with a keyboard.
After their first – and second – touchscreen failures, why would RIM continue to trot down this road? Multi-touch has become the de facto way to control any handheld device. It’s like having a camera on a smartphone, a necessity instead of a feature. To prove my point, let’s take a leap into the advertising sector of the market. What feels more intimate?
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Person A, typing away on a keyboard.
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Person B, swiping their way around the multitouch interface.
Sure there is an ad campaign for a keyboard-based UI, but it will feel dated compared to the ad campaign of any truly competitive touchscreen device. The market is filled with tons of copycats, and grams of innovation. Consumers are always looking for a revolutionary product – four years later, the iPhone is still the smartphone to beat. RIM had the chance, and let’s just say, they blew it.