Innovating The Next Big Thing April 23, 2014 ph.gif

Telecom & Commerce
Smarter Phones, Devices & Apps
Enterprise Mobility
Wireless Web
Arts & Entertainment
Tablets & Notebooks
Safety & Security
Remembering 9/11

Next Innovator Group

• NextInnovator
• HPinnovator
SMBinnovator (beta)


• NextInnovator(at)

Writers Wanted

Writers Wanted

Feedjit Live Web Stats

Next Innovators

Ghost City
Frontline Sentinel
• Innovation Insights
Over the River
Enderle Group
Security Insights Blog 
McAfee Audio Parasitics
Rethinking Security
• eMarketer 
• CRM Help Desk SW 
Rethink Research
The Gadgeteer
Master the Moment

McAfee AudioParasitics

Barry's Books



ph.gif ph.gif
Smarter Phones, Devices & Apps iSuppli: New Phones and OS Improve BlackBerry’s Chances in Longshot Bid for Smartphone Comeback
Jan 31, 2013 – Ian Fogg 

It’s the fourth quarter in the Smartphone Bowl, and the company formerly known as Research In Motion (RIM) is  up against bigger, tougher competition as precious seconds tick down to the end of regulation play. However, while the odds against success may be long, the company this week improved its chances of pulling off a last-minute upset with the introduction of the BlackBerry 10 mobile operating system (OS) and the Z10 and Q10 smartphone models.

RIM, which also changed its name to BlackBerry this week, has seen its star fall dramatically in recent years, with its share of global smartphone shipments falling to an estimated 5.2 percent in 2012, down from 18.7 percent in 2009, as shown in the figure below. In comparison, market leaders Samsung and Apple together accounted for approximately 50 percent of unit shipments in 2012. During the same period, BlackBerry’s ranking in the smartphone market fell to sixth place in 2012, down from second in 2009. according to the mobile and wireless intelligence services at information and analytics provider IHS (NYSE: IHS).

“Despite the overwhelming advantages held by the opposition, BlackBerry’s introductions this week will keep the company in the smartphone game—for now,” said Ian Fogg, senior principal analyst for IHS. “The new operating system and phones increase the chances that BlackBerry can regain some of its lost market share during the make-or-break year of 2013. However, in order to claim the title as the smartphone market’s third ecosystem after Google and Apple—a distinction now being pursued by a range of competitors—BlackBerry needs to bring its ‘A game’ in all areas. These areas range from differentiating its products, to offering compelling and reliable smartphone devices, to securing broad operator support, to creating a complete software ecosystem.”

 Playing Offense on Differentiation
Just to start playing in the smartphone market, all contenders must differentiate their hardware and software compared to the incumbent leaders—since it’s not possible in today’s market to compete with Apple, Samsung and Google simply by copying their products.

On this front, BlackBerry appears to have scored some early points, with its new OS widely adopting a unique communications-centric user interface, branded BlackBerry Flow and Peek. The interface features deep integration of social communications. With BlackBerry 10, apps like LinkedIn, Twitter, Facebook and others are part of a single flowing experience, rather than the separate apps of iPhone or Android.

“BlackBerry 10 will appeal to the significant number of consumers that are yet to adopt smartphones because they are unmotivated by current entertainment and Internet apps, but are instead communications-centric,” Fogg said. “This focus on communications also will go a long way to winning back ex-BlackBerry owners.”

 Old reliable
Delivering reliability as good as existing BlackBerry smartphones would be especially impressive, since BlackBerry 10 is the first version of a brand-new operating system, complete with a new user interface as well as new apps. This makes it highly differentiated compared to older BlackBerry phones that have changed very little since the arrival of the iPhone nearly six years ago.

 Team effort
"Operator backing will be critical for BlackBerry’s future success. The company needs operators to support its marketing efforts and to communicate that BlackBerry 10 is not just another brand, but a genuinely differentiated product from the scores of Android smartphones." Fogg contended.

Luckily for BlackBerry, it has many potential teammates in the mobile market that will help it play in the big leagues with the behemoths of Google, Samsung, Apple and Microsoft. The operators, which are key to the sale and distribution of modern smartphones in most developed countries, greatly desire alternatives to the current smartphone market leaders.

“Further concentration of the smartphone market would weaken the position of operators with those smartphone leaders in negotiations over sourcing devices or in ensuring that operators' content and communication services products are not bypassed by smartphone software,” Fogg said. “Operators must spend now to support the BlackBerry 10 products if they wish to avoid the current smartphone duopoly becoming entrenched for the long term.”

 Capitalizing on a Turnover
The BlackBerry 10 launch could be aided by Microsoft's stumbles with Windows Phone.

Two years after the platform's big relaunch, Microsoft has repeatedly failed to establish Windows Phone as the third mobile ecosystem that operators desire. In the fourth quarter of 2012, lead Windows Phone backer Nokia shipped just 4.4 million Lumia Windows Phones. Furthermore, Microsoft has failed to leverage its strength in enterprise software from its Microsoft Office and server product lines to drive Windows Phone adoption. This opens opportunities for BlackBerry 10 in the enterprise as well as among operator partners.

 There is no Tomorrow
“BlackBerry 10 is a smart launch from a smart company that has marshaled its relatively modest resources effectively to create a range of next-generation smartphones that are differentiated compared to what’s on the market now,” Fogg said. “However, to compete with the big boys, BlackBerry will need to execute every part of its playbook perfectly during the next 12 months. If BlackBerry fails in any phase, it will be ‘game over’ for the company’s comeback story.”

» Send this article to a friend...
» Comments? Tell us what you think...
» More Smarter Phones, Devices & Apps articles...

AddThis Social Bookmark Button

blog comments powered by Disqus

Search WirelessInnovator

ph.gif ph.gif
Support This Site

Newest Articles

• 3/25 Ovum: Ovum comments: SAP and Adobe to jointly resell Adobe Marketing Cloud
• 3/24 Ovum: Ovum forecasts CSPs’ capex to remain flat, while telecom vendors face a tough marketplace
• 3/19 Ovum: Increase in financial markets IT spending points to end of credit crunch
• 3/13 Ovum: Analyst view: EE’s ranking in RootMetrics study reflects its strategy for being one-step-ahead
• 3/13 Wireless Watch: Carrier aggregation reaches out to TDD and unlicensed spectrum
• 3/13 Wireless Watch: Carrier SDN needs to unify every network layer to maximize returns
• 3/12 Ovum: Analyst View: Ovum sees security transformation underway
• 3/12 Ovum: Analyst view: MEPs voted for stronger protection for EU citizens’ personal data
• 3/11 Ovum: Analyst view: Ifetel declares Telmex and Televisa as dominant in their respective markets in Mexico
• 3/10 Wireless Watch: WiFi Revisited - The effects of WiFi Offload
• 3/6 Faultline: Deutsche Telekom chases 10m TV homes by 2017, plans capex frenzy
• 3/6 Wireless Watch: MWC: Connected devices take center stage as handsets commoditize
• 3/6 Faultline: Dish accesses extra Disney content, in return for death of ad-skip functions
• 3/6 Wireless Watch: MWC: Round-up of key themes, part 2 – carriers look for new frontiers
• 3/6 Faultline: Deutsche Telekom chases 10m TV homes by 2017, plans capex frenzy
• 3/4 Ovum: Ovum reflects on the key themes of MWC 2014
• 3/3 Ovum: Ovum assesses methods to wring last drops of capacity from fiber networks
• 2/27 Faultline: Marvell throws at the last mile for 500 Mbps Korean broadband
• 2/27 Faultline: DVB comes out with next gen satellite protocols, no mention of Novelsat
• 2/26 Ovum: Analyst view: Telcos unveil pragmatic innovation at MWC
• 2/26 Ovum: Ovum MWC comments: Vodafone and Huawei demonstrate FDD and TDD LTE carrier aggregation
• 2/26 Ovum: Analyst view: MWC delivers the Internet of Cows
• 2/26 Ovum: Analyst view: Deutsche Telekom breaks new ground with its Pisa Smart City project
• 2/25 Ovum: Analyst view: Telcos are bullish about the future, but concerns still lurk
• 2/25 Ovum: Ovum reveals wireline broadband access equipment revenues down in 2013 but decline will slow in 2014
• 2/25 Ovum: Consumer mistrust of data usage is driving Big Trust focus at MWC
• 2/25 Ovum: Analyst view:SK Telecoms launches Life Log for recording everyday activities
• 2/25 Ovum: Analyst view: Oracle hits the optimization and monetization sweet spot for CSPs
• 2/24 Ovum: Ovum claims cloud services is no longer a “nice-to-have” but now a strategic necessity for the corporate IT world
• 2/24 Ovum: Analyst view: Sony updates its flagship mobile products
• 2/24 Ovum: Analyst view: Nokia X Series Points Way to a More Enlightened Microsoft
• 2/24 Ovum: Analyst view: Telefonica’s UNICA network virtualization initiative is the start of a long journey
• 2/24 Ovum: Analyst view: Samsung tries again with smartwatches
• 2/24 Ovum: Analyst view: Cisco updates its small cell portfolio for 4G
• 2/24 Ovum: Analyst view: Microsoft shows its commitment to Windows Phone with new partners and relaxed requirements
• 2/24 Ovum: Analyst view: Ericsson’s big day for small cells
• 2/24 Ovum: Analyst view: Facebook’s Zuckerberg pursues the next billion
• 2/24 Ovum: Analyst view: PayPal and Samsung embrace biometrics for m-payment authentication
• 2/24 Ovum: Analyst view: Samsung inches forward with Galaxy S5 update
• 2/23 Ovum: Analyst view: Mozilla to drive Firefox OS even lower with Spreadtrum partnership
• 2/21 Ovum: Analyst view: Deutsche Telekom fleshes its Smart City credentials
• 2/21 Ovum: Analyst view: Orange Liberates Libon
• 2/21 Ovum: Analyst view: NFC based cloud payments a further boost by card scheme support for HCE
• 2/20 Ovum: Ovum reveals telcos will lose US$386bn over the next five years due to the rise of OTT VoIP services
• 2/20 Ovum: Analyst View: Facebook acquires WhatsApp
• 2/20 Wireless Watch: How will mobile networks’ old guard measure up in the age of software?
• 2/20 Wireless Watch: MWC preview: The software-driven network starts to come together
• 2/19 Ovum: Analyst View: Cisco introduces ESP to see into the future of network services
• 2/19 Ovum: Softer 4Q13 spending in China dulls global ON market, Ciena and Coriant gain ground
• 2/13 Gartner Says Annual Smartphone Sales Surpassed Sales of Feature Phones for the First Time in 2013

AddThis Feed Button

Amazon Ads: More Cell Phones

Barry's Books


ph.gif Top ph.gif

© 2008 WirelessInnovator. All rights reserved.