Light Reading

BlackBerry's Second Bite

Dan Jones
1/30/2013
50%
50%
Repost This

9:00 PM -- Will a BlackBerry a day keep the profit warnings away? The company formerly known as Research In Motion has bowed to the inevitable and rechristened itself as BlackBerry as it launches the long-awaited 10 series phones. The name change has seemed like the obvious thing to do for a while now. Whenever I attended a trade show where the Canadian gadget maker was exhibiting, you never saw hide nor hair of the RIM branding. Everything was plastered with BlackBerry this and BB that. Just naming the company after fruit won't get the company its mobile mojo back though. (Side note: So the three leading smartphone operating systems -- Apple, Android and BlackBerry -- are either fruit-branded or updates named after snacks like Ice Cream Sandwich? Wild.) I suspect growth will have to come in the less smartphone-saturated parts of the world where a BlackBerry still has cachet. I'm honestly not sure what marketing genius can get BlackBerry back in the U.S. I sat listening to a group of people arguing -- for what seemed like hours -- in my local wine bar the other weekend about whether the iPhone 5 or Galaxy SIII was the best phone evah! I suspect I would have been laughed out of the place if I'd said, "Hey, what about a BlackBerry, have you seen the new phone they're coming out with?" A BlackBerry just doesn't occur to many people outside of the tech-nerd axis these days, in the same way that a Windows phone is a hard sell too. So, RIM -- sorry -- BlackBerry, will need to work its government contracts, shore up its enterprise base and build a bigger presence in the BRIC countries, where, let's face it, there's much less saturation, anyway. For more on BlackBerry 10 from around UBM Tech:

— Dan Jones, Site Editor, Light Reading Mobile

(0)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View
More Blogs from Jonestown
Cisco may not be in the 4G macro RAN but its investment in Altiostar is edging it closer than ever before.
AT&T Small Cells chief Gordon Mansfield is "skeptical" about the "small cells as a service" concept that MSOs have been talking up.
If Facebook buys a drone maker, it could be looking for a way to connect hard-to-network places around the globe.
Ready for the next level of big-data collection? Say "hi" to Google's 3D mapping "Project Tango" smartphone.
If, like me, you were wondering what the hell "fronthaul" is... well, this is the simplest explanation I could pull together.
Flash Poll
LRTV Documentaries
Cable Eyes Big Technology Shifts

4|16|14   |   03:02   |   (4) comments


US cable engineers are facing a lot of heavy lifting in the coming years, notes Light Reading Cable/Video Practice Leader Alan Breznick.
LRTV Custom TV
Maximizing Customer Experience & Assuring Service Delivery in an IP World

4|15|14   |   4:57   |   (0) comments


Steven Shalita, VP of Marketing, NetScout Systems, Inc., discusses the challenges cable/MSO operators face in assuring the delivery of new IP-based services. Key points include the value of proactively managing performance, and using rich analytics and operational intelligence to better understand service and usage trends, make smarter business decisions and ...
LRTV Documentaries
Bye-Bye DVD: Consumers Embrace Digital Video

4|10|14   |   04:17   |   (6) comments


Veteran video analyst Colin Dixon, founder and principal analyst of nScreenMedia, says research shows 56% are using digital video already.
LRTV Documentaries
Video: TW Cable Puts Multicast Gateways to the Test

4|8|14   |   04:13   |   (1) comment


Tom Gonder, a chief architect at Time Warner Cable, explains how its trial of multicast gateways is impacting IP-based video plans.
LRTV Custom TV
Managing & Monetizing Big Data in Operator Environments

4|7|14   |     |   (1) comment


At Mobile World Congress, Gigamon's Director of Service Provider Solutions, Andy Huckridge, and Heavy Reading Analyst Sarah Wallace discuss the 'big data' issues facing carriers and operators today.
LRTV Huawei Video Resource Center
Data Center Energy – Build Your Data Center in a Modular Way

4|7|14   |   2:13   |   (0) comments


Dr. Fang Liangzhou, VP Network Energy Product Line, shared his thoughts about the challenges for data centers during CeBIT 2014.
LRTV Huawei Video Resource Center
Agile Network Solution – An Overview of Huawei's Agile Network Solution

4|7|14   |   2:31   |   (0) comments


Ajay Gupta, Director of Product Marketing, Networking Product Line, gives an overview of the Agile Network Solutions during CeBIT 2014.
LRTV Huawei Video Resource Center
Huawei’s eLTE Voice Trunking, Video and Data Applied for Railways

4|7|14   |   1:38   |   (0) comments


Gottfried Winter is the Sales Director at Funkwerk, a German specialist in GSM-r terminals and a long-time partner of Huawei. At CeBIT 2014, Winter talks to Light Reading about this partnership and the integration of enhanced voice trunking, video and data functions.
LRTV Huawei Video Resource Center
LeaseWeb Speaks Highly of Huawei's Datacenter Products

4|7|14   |   1:37   |   (0) comments


Rene Olde Olthof, Operations Director LeaseWeb, talks about the next data center transformation during CeBIT 2014.
LRTV Documentaries
Comcast: Reshaping the Cable Network Architecture

4|3|14   |   07:11   |   (8) comments


Shamim Akhtar, Comcast's architect and senior director of network strategy, explains why the cable company is moving to a more distributed network architecture.
LRTV Custom TV
VMware CEO Pat Gelsinger at Mobile World Congress

4|1|14   |   3:41   |   (0) comments


VMware CEO Pat Gelsinger speaks to Heavy Reading about the value of virtualization spanning from the data center to service provider networks to mobile devices.
LRTV Huawei Video Resource Center
Analysts' Impressions of Huawei SoftCOM at ONS 2014

4|1|14   |   1:11   |   (0) comments


After visiting the Huawei booth at ONS, Lee Doyle of Doyle Research gives his appraisal of Huawei's SoftCOM solution.
Hot Topics
BlackBerry Invests in Healthcare IT Startup
Sarah Reedy, Senior Editor, 4/15/2014
Cisco, Juniper Treating Gear Against Potential Heartbleed
Dan O'Shea, Managing Editor, 4/11/2014
Cisco & VMware Are Apple & Google of SDN
Mitch Wagner, West Coast Bureau Chief, Light Reading, 4/14/2014
T-Mobile Petitions Operators to Kill Overages
Sarah Reedy, Senior Editor, 4/14/2014
Mobile Apps Susceptible to Heartbleed, Too
Sarah Reedy, Senior Editor, 4/14/2014
Like Us on Facebook
Twitter Feed