RIM's tablet night terrors

Picture this. There's a hot new market adjacent to one you've dominated for years. You have the design team, engineering staff, retail distribution and corporate buyer relations to build and sell that adjacent product. Okay, so you don't...

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Picture this. There's a hot new market adjacent to one you've dominated for years. You have the design team, engineering staff, retail distribution and corporate buyer relations to build and sell that adjacent product. Okay, so you don't have all the software skills or platforms you need, but you can buy those, right?

Wouldn't you go for it? I mean, bet the business on it? Sure you would.

Now picture this. You ship a v0.7 tablet and call it done. You ship 500,000 units to corporate resellers and consumer retailers. And you talk about the tablet ecosystem that you have and are building. Then, just one quarter later, you ship 200,000 units to your channel.

Remember that Apple sold, not shipped, sold, 9.25 million iPads in the same period.

Wouldn't that give you night terrors?

Here's what RIM needs to do to wake up and face reality:

  1. Scale back expectations and promises and revert to its natural market: highly secure, regulated and locked down industries. Defence comes to mind. This will reset expectations and get the media bull's eye off your back.
  2. Pull out all the stops to get QNX secured, BES-controlled and deployed on a new generation of touchscreen phones. This will plug your product holes.
  3. Get the Android compatibility down cold. Don't replicate that ecosystem of content and apps. Embrace it. This will let you appeal to the consumer inside every employee.
  4. Make BES the centre of your commercial universe. Deliver more connectors to SAP, Oracle, Salesforce, the cloud and beyond that Apple or Google. This will attract corporate developers and buyers.

With those steps in motion, the night terrors will subside and a more rational, though smaller, company will emerge into the light of 2012.


Posted by Ted Schadler