Research in Motion (RIM) has re-branded today: BlackBerry.
To observers of the smartphone market, it is little more than rearranging the deck chairs on the Titanic.
Once a major innovator and player in the smartphone market, BlackBerry is now frequently lumped in to the “Other” section of sales statistic tables and graphs.
Their release of the BlackBerry 10 OS is on a handset that will give the Apple legal attack dogs wet dreams – it’s really not that much different from an iPhone 5.
Except, it doesn’t even come up to par with the iPhone 5 or the Samsung S3.
A few years ago, it was the in thing to have a BlackBerry. All the ’cool kids’ had to sport the innovative phones that came from this formerly cool Canadian engine-that-could.
But the rise of Samsung and Apple, combined with a number of years of poor innovation and confused direction has killed the momentum. BlackBerry have failed to re-capture their own market. Can they generate enough buzz to actually get market share from their competitors?
The BlackBerry share price has dropped by 5% since the release of BlackBerry 10, so the Market doesn’t have much confidence.