I’ve been spending some time with the new Blackberry Torch post RIM’s event a few weeks back. It’s been a mixed experience (more on that in the future) but it’s also been very revealing in how it relates to RIM’s business market. That’s the topic of this month’s Computerworld column.
When the iPhone was introduced in 2007, RIM refocused efforts on the business user while Apple targeted the mass market. The first iPhone clearly could not meet business needs. Over time, however, both Apple and Google, while wooing the mass market, have made huge strides in adding more business-required support, positioning themselves to capture the hearts and minds of both the business user and the consumer, who in many cases are one and the same. RIM’s challenge now is to keep delivering on the needs of the enterprise while at the same time packing the BlackBerry with the sexiest features that will truly drive end-user interest. If it doesn’t do this well, RIM is likely to lose share and ultimately become no more than a footnote in the mobile market that it helped create and define a decade ago.