A group of journalists, social media gurus and celebrities – or, as RIM RIM-T describes them, “influencers” – were invited to a posh Toronto lounge earlier this week to socialize, sample hors d’oeuvres and receive free BlackBerry Torches, RIM’s latest smart phone.
The snazzy launch party showcased the new consumer-centric face of a company once best known for its no-nonsense devices aimed at the enterprise, or corporate, market. Indeed, many at Monday’s event could be forgiven for believing RIM’s next big rumoured product – a “BlackPad” tablet computer to challenge Apple Inc.’s hyper-popular iPad – would be just as focused on the consumer.
But as speculation grows that RIM will announce such a product at its annual developer conference in San Francisco next week, it appears the future of the tablet may well reside in the business world – and that RIM’s future as the leader in enterprise mobile communications depends on it.
“There’s a big change that’s taking place,” says Alykhan Jetha, chief executive officer of Marketcircle, a Toronto-based firm that designs business software for Apple products and has recently begun working on iPad versions of its offerings.
“The laptop is a barrier [between users and clients], the tablet is much more friendly. It’s a much better relationship tool,” he adds. “[Corporate customers] are all over the iPad because of the business interaction aspect.
“I think [a tablet product] is an important step for RIM if they want to stay in the game.”
The Wall Street Journal reported Wednesday that RIM could introduce a seven-inch tablet computer as early as next week. Citing anonymous sources, the paper said the device will use a new operating system designed by QNX Software Systems, a company RIM bought earlier this year. According to the story, the tablet will come with Bluetooth and broadband connectivity, but will need a BlackBerry smart phone to get on a cellular network.
RIM has not commented on the release of the so-called BlackPad, or even confirmed its existence. Last week, RIM co-CEO Jim Balsillie said people would be “pleasantly surprised” by the announcements at the developer conference, but did not elaborate.
Even with an onslaught of tech firms jumping into the tablet market, a RIM tablet’s primary competition will likely still be the iPad.
One of the most surprising bits of information to come out of Apple’s most recent quarterly earnings conference call was about the iPad’s uptake in the enterprise world. According to Apple executives, half of Fortune 100 companies are already using or testing the tablet computer, which only went on sale in the United States this past April.
But even as the iPad hogs most of the tablet spotlight, a host of new contenders are entering the market. Dell and Samsung have both recently released tablets running on Google’s Android mobile operating system. Hewlett-Packard Co.’s recent purchase of smart-phone-maker Palm Inc.likely means the company will focus much more of its energies on the mobile devices markets, including tablets.
With the iPad focused – at least for now – on the consumer market, it’s likely that at least some of the new products will aim for the business market. Cisco Systems Inc., for example, is also working on an Android-based tablet designed specifically for business use and integration with the company’s handsets.
As hospitals, schools and other large institutions begin to see the potential of such mobile computers, RIM has a distinct advantage. Its BlackBerry smart phones have long dominated the enterprise market, making it easier for the tech firm to persuade companies to sync those devices with a tablet product.
“We’re very interested in watching the [RIM] tablet,” BGC Financial analyst Colin Gillis said. “One thing we’re looking for is the quality and the other is the take-up.”
