RIM's roadmap: A step in the right direction?

Post PlayBook launch, RIM has been lying low. Of late, the brand has rolled out consumer-centric products, response to whom have been quite average. Still the company wants to compete in tech space dictated by consumers.

However, its enterprise-based business strategy isn’t approving of this transition. Due to it, RIM is struggling to launch devices that can appeal to enterprise as well as consumer needs. Having said that, it needs to be recalled here that RIM had enjoyed significant success when it was dedicated solely to enterprise.

So what exactly it is doing wrong? Let’s find out.

Wrong Decisions

RIM’s phenomenal success has been mainly due to BlackBerry smartphones. Popular choice for the enterprise, these handsets offered convenient and completely secured access to emails (in the form of text-based communication). However, by rolling out relatively low-priced Curve and Pearl it tried to please the unpredictable mass market, a move that backfired later. While Apple (read: iPhone) had managed to retain its clientele, emergence of Android proved to be a fatal blow for RIM. The masses now had the third option. Disastrous faring of Torch series further added to their woes.

Confused Mindset

Today RIM is pitted against Android and iPhone. The current lineup of its devices includes PlayBook tablet, Torch 9850 and Bold 9900. Unfortunately, none of the three has been able to resurrect the sinking fates of Canadian manufacturer. While PlayBook could have performed better if projected as a business-centric tablet, Bold and Torch, despite being better than their predecessors, fail to bring anything new on table.

Change of Platform

According to phonearena, the Canadian company is on the way to adopting a QNX platform. This is seen as a good move since the Blackberry OS is aging. However while the complete adoption may well spread over to next year, the launch of iOS 5 and Ice Cream Sandwich will happen much before that, once again disrupting the RIM's plan.

What Needs to be Done?

RIM certainly lacks the appeal that Apple or Android possess. Sustaining in masses isn’t an easy job hence it needs to understand market very well. A better option would be to go the Apple way. Apple has created its clientele and has stuck to it, catering to its needs. RIM too needs to stick to enterprise and find a path from thereon.

Hope RIM will take a lesson from it.