What rim could learn from the high riding apple


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What rim could learn from the high riding apple

  1. 1. What RIM Could Learn From the High-Riding AppleMegan Cunningham Source: http://technogoblog.wordpress.com/2012/07/26/what-rim-could-learn-from-the-high-riding-apple/
  2. 2. It used to be that I was rooting for Research In Motion tomake a huge comeback. However, recent actions done bythe company are forcing me to rethink that; and if theycontinue to make huge blunders, I may just have to sell myphone which is BlackBerry Curve and get the competition’ssmartphone instead.Two major marketing moves have just made it clearer howfar behind RIM is trailing. First, they recently launched an adcampaign that was designed to draw in the youngerdemographic to their fold (which, as we all know, iscurrently held in sway by the iPhone’s hip image). Whilecertainly aggressive, the ad campaign nevertheless takes ahuge misstep: The twenty-something faces meant to berelatable to the desired crowd are anything but. The waythey present themselves, they seem more intent to be allbusiness-like, if not in their whole demeanor, then at the veryleast in the way they use their smartphones. Whileprofessionalism at such an early age is definitely anadmirable trait, the fact of the matter is the targeted agegroup is for the most part more concerned with fashion thanfunctionality (although the competing smartphones arehardly impractical).Secondly, RIM gave a rather lacking impression at last MayBlackBerry World 2012 convention. When the highlight of atech event is the afterparty rather than the techsthemselves, you just know that a company is in deep water.Source:http://technogoblog.wordpress.com/2012/07/26/what-rim-could-learn-from-the-high-riding-apple/
  3. 3. RIM is hinging on the BlackBerry 10 as their saving grace;more specifically, on the BB 10’s virtual keyboard. While amarketing focus on keyboards is hardly surprising,considering keyboards have always been a BlackBerrytrademark, this was back when said keyboards were stillphysical. Now that they’ve gone virtual, what’s separatingthem from countless other OSes’ keyboards out there? It’smoves like these that give consumers one more reason toconsider a BlackBerry trade in.In sharp contrast, Apple wowed the crowd at the recentlyconcluded World Wide Developers Convention (WWDC)2012. Despite the disappointing absence of the iPhone 5,Apple’s iOS 6 presentation more than made up for that.After all, what better measure is there for the merits of adevice than the device’s functions; and the iOS 6 showedwhat the next iPhone iteration would be capable of inspades.Two iOS 6features of note were the new Maps app and thevastly improved Siri. Maps seeks to up the ante fornavigation programs by incorporating a seemingly simpleyet profoundly useful “turn-by-turn” feature, which makesthe onscreen map turn relative to the direction a user isfacing. Additionally, the app also has the so-called Flyovermode, which is a 3D rendering of a city where a user canzoom in and out, and fly through and over to get a moredetailed look at his desired destination.Source:http://technogoblog.wordpress.com/2012/07/26/what-rim-could-learn-from-the-high-riding-apple/
  4. 4. As impressive as Maps sounds, the new and improved Sirioutdoes it by a mile. Aside from the expected upgrade inaccent and language recognition capabilities, she is alsonow more integrated than ever with the iGadgets’ otherapps, further expanding her virtual assistant role. Moreover –and if Apple pushes through with the plan – we could beseeing iDevices become essential driver accessories soon. Ina nutshell, an iGadget (via Siri) could be acting like a real-live K.I.T.T. (of Knight Rider fame). It’s essentially future-tech;except that the future is now here.Almost everybody waits for the coming of iPhone 5, some ofthem sell broken electronics just to earn cash.The difference between the two companies is apparent.Whereas Apple continuously seeks to innovate beyondeven the physical limitations of their products, RIM seemscontent to regurgitate traditional (and outdated) marketingmethods. If RIM wants to see a resurgence anytime soon,they better wise up lest even their most faithful users areforced to finally sell their old BlackBerrys for somethingbetter.Source:http://technogoblog.wordpress.com/2012/07/26/what-rim-could-learn-from-the-high-riding-apple/