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BlackBerry 6 OS puts RIM back in the game: analyst

Research In Motion is heating up the smartphone wars with the BlackBerry Torch for AT&T, the first smartphone to feature the BlackBerry 6 operating system.

Joining forces with AT&T, RIM is positioning the new BlackBerry Torch 9800 smartphone to compete with the iPhone and the growing stable of Android-based devices. Targeting both socially connected consumers and business customers, the new handset is the first smartphone from RIM to combine a BlackBerry keyboard with a full capacitive touchscreen experience, as well as an optical trackpad.

?The BlackBerry Torch marks a number of firsts for RIM?it?s the first slider device which is in part a nod to a larger screen, its first capacitive touchscreen, the first BlackBerry handset with a WebKit browser, the first with OS6 and the first with universal search, as well as access to podcasts and other media,? said Ross Rubin, director of industry analysis at the NPD Group, Port Washington, NY.

?It also features a new way to write BlackBerry apps in HTML5, which is intended to attract more development to the platform,? he said. ?In general, many of the changes to the software and hardware are not particularly flashy.

?The goal for RIM is to target a fresh but familiar experience, one that will be appealing to its significant and enthusiastic install base and embraces traditional BlackBerry qualities such as reliability, security and efficient operation that helps to extend battery life.?

Despite having the largest market share in North America, RIM has been dealing with criticism that its BlackBerry devices just do not match up to Apple's iPhone and Google's Android devices in terms of media consumption, mobile Web experience and features (see story).

Despite Antennagate, the iPhone 4 launch helped push Apple?s revenue to a record high, while Android is the fastest growing mobile operating system (see story).

The BlackBerry 6 launch is RIM?s response to critics and its attempt to separate itself in an increasingly competitive smartphone market.

?To some extent, the improvements in BlackBerry 6 get RIM back in the game,? Mr. Rubin said. ?It takes advantage of modern hardware and puts BlackBerry on more of a level playing field.?

Other analysts agree.

Charles Golvin, principal analyst at Forrester Research, Cambridge, MA, said that the Torch and OS6 put Research In Motion on firm competitive ground against Apple's iPhone and Google's Android devices, with a touchscreen on par with those platforms plus the BlackBerry keyboard.

The key question is whether RIM can convince developers to prioritize this new platform above the competition.

Mr. Golvin said that RIM has a strong appeal for developers because of the size of its installed base.

With a new platform, that base is reset to zero, so developers will apply different criteria to their decision on prioritizing BlackBerry versus iPhone, Android and other smartphone platforms.

Having addressed its shortcomings in its operating system and user interface, this is the huge challenge for RIM, per Mr. Golvin.

At the end of the day, devices based on BlackBerry 6 may not convince many iPhone and Android users to give up their devices in favor of the Torch.

However, if it delights long-time BlackBerry users, and if it is able to keep them loyal, then RIM will consider the launch a success.

?Competing with the iPhone has been a challenge for other smartphones at AT&T?while Android has done very well on Verizon and Sprint, it has been slower to come to AT&T,? NPD?s Mr. Rubin said.

?At this point, the improvement of BlackBerry 6 and the BlackBerry Torch will likely hold more appeal for the install base,? he said.

?For those who are drawn to the iPhone or the Android experience, it is less likely to win over those users, although it may slow the tide of people moving away from BlackBerry to those devices.?

Final Take
Dan Butcher, associate editor, Mobile Marketer

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