Creating New Image in Asia RIM Wins Consumer with Tablet PC

U.S. President Barack Obama, who is using a BlackBerry, has been politically troubled. Canada’s RIM Corp., which launched the BlackBerry, is facing a weak performance.

On February 8th, IDC announced in its global smartphone market report for the fourth quarter of 2010 that the global market share of the BlackBerry dropped from 19.9% ​​in the fourth quarter of 2009 to 14.5% in the fourth quarter of last year. The comScore report also showed that BlackBerry remained the most popular smartphone in the US market in December last year, but its market share fell from 41.6% in December 2009 to 31.6% in the last month.

The decline in the dominant position of RIM is obviously constrained by the growth of Google’s Android operating system and the strong development of Apple’s mobile phones, especially as the latter is approaching. In the 2010 global mobile phone market share ranking published by Gartner, Apple fell behind the BlackBerry with a 0.1 percentage point gap.

Some people think that the lack of third-party applications has caused RIM's current unfavorable situation. In reality, when the number of downloads of the Apple AppStore exceeded 10 billion, the brand battle over smartphones is no longer a battle for technology. The market has entered the era of "application is king."

Analysts in the U.S. mobile phone market believe that the successful experience of Apple and Android in the top three smart phone systems that occupy the leading position shows that whoever uses smart phones can accept more third party applications. Achieving market potential. In this regard, RIM, which is focused on mobile commerce applications, is the last entrant compared to competitors in the Apple and Google camps.

Drawing on Asian Emerging Markets On January 13, RIM convened its first Asian developer conference in Bali, Indonesia. Its first developer conference was held in Silicon Valley two years ago. According to the organizing committee, the conference attracted more than 600 developers from all over Asia including China, India, South Korea, Japan and Thailand. RIM believes that they all may become their loyal supporters.

RIM showed its strong interest in the Asian market in early 2011. In the current North American market, although it still has the most sales of smartphones, in the third party application market, Blackberry cannot directly challenge the Apple and Google camps: As of October 2010, Apple AppStore has provided more third party applications. Up to 300,000 models, Google AndroidMarket's third party application has also approached 140,000 models. According to Xie Guorui, president of RIM China, the application software in AppWorld is between 14,000 and 15,000. Obviously, RIM is far less attractive to third-party developers. The BlackBerry's AppWorld was founded in April 2009 and is also later in time than the other two camps.

Xie Guorui agrees that the competition between smart phones in the future will be mainly reflected in the application of the third party, but he also believes that this is not the whole of competition. "You can have hundreds of applications, but how much do consumers really like?" Xie Guorui said, "The third party application development should focus on quality, not quantity, and we pay more attention to the BlackBerry service." Fusion."

Therefore, unlike its rivals in the North American and European markets where both Apple and Google are heavily involved, RIM is not as good at finding new ways to use its power in Asia's emerging markets with huge potential, and thus gaining parity with competitors. In this regard, BlackBerry's strategy is wise.

In addition, in the Southeast Asian market, the market penetration of the BlackBerry is relatively high. Gregory Wade, President of RIM Southeast Asia, told IT Times that BlackBerry has a good user base in Asia. In South East Asia, such as Indonesia, Malaysia and Thailand, BlackBerry AppStore has a higher profile than Google’s Android Market. These regions are based on BlackBerry. Push application development is very large. It is reported that at the end of 2010, the Asia winner of the BlackBerry Partner Fund Super Application Challenge came from Indonesia. RIM's chat tool BBM has become a major communication method for many local people.

In order to make it more attractive to developers here, RIM took advantage of the "hostile" mentality of developers on Apple's closed development policy, taking openness and freedom as their greatest appeal. Mike Kirkup, director of BlackBerry developer relations, pointed out to reporters: “Other companies will tell developers that you want to develop according to the system and language we require. But in us, you can develop it with your most comfortable language and tools. ."

According to the information delivered by the conference, RIM has opened its application programming interface (API) and launched its own development kit so that more third party developers can join in without training to increase the number of applications within AppWorld. The amount of software. These developers can create cool applications with less time and less money, and then extend them to consumers through AppWorld. In this regard, RIM senior director GeorgeStaikos condensed the development concept of the BlackBerry to "the webisyourApp".

In terms of specific measures, RIM not only absorbs ordinary web developers, but also specifically targeted to “enroll” Flash developers who are not accepted by Apple. Last year, arrogant Jobs clamored that Adobe’s developers were lazy. Rejected each other's Flash technology appears on the iPhone.

When the Playbook was forced to see that mobile phone makers such as Apple, Motorola, Samsung, and Lenovo had all or planned to launch tablet PCs, even the traditional PC vendor Hewlett-Packard also "stewed out" smart phones and tablets on February 10th. RIM's sticking to the smart phone market is obviously out of place. What's more, a single smartphone platform can't support the third party to apply a huge sky. Therefore, in order to allow its third party application to have a larger consumer market, RIM's involvement in the tablet PC market is not surprising. At the developer conference, BlackBerry demonstrated its own branded Playbook tablet to the Asian market for the first time.

Compared to the Apple iPad, the Playbook is slightly smaller. According to official sources, the PlayBook is equipped with a 1GHz dual-core processor, which is faster than the iPad. Its 7-inch LCD screen is also smaller than Apple's (9.7-inch), more portable, and its battery life is longer than the iPad. Also, it uses the QNX operating system (QNX was acquired by RIM last year) and has powerful multitasking capabilities. In terms of multimedia, the BlackBerry is equipped with a dual camera on the Playbook, supporting HD video recording and video calling. And Apple will have this feature in the upcoming second-generation iPad. It is also worth mentioning that the Playbook still supports Flash technology and can support a variety of online games that are not supported by the iPad.

"Playbook is expected to be the first to be listed in North America in the first quarter of this year, and will be released globally in the second quarter," said Francois Mahieu, director of product management for BlackBerry Asia Pacific. He is optimistic about the competition between Playbook and iPad, admits that Apple has pushed the window of the tablet market, "but we must take it to a new height."

Some analysts on Wall Street have indicated that they are optimistic about the prospects of the Playbook. Matthew Robison, an analyst at Wunderlich Securities, an investment bank, said in a research report released on December 10 last year that due to its compatibility with BlackBerrys, the PlayBook is worth looking forward to, and this tablet allows users who are obsessed with BlackBerrys to “continue to use what they like. Communication equipment." He maintains a "buy" rating on RIM stocks.

Blackberry originally announced its tablet launch in August 2010. At the time, Jim Balsillie, co-CEO of RIM, had stated that the listing of the Playbook will have an impact on the tablet market currently dominated by the iPad. Thanks to the market's high hopes for it, Blackberry's share price has risen by 41%. Some Wall Street analysts have set their sales this year at around 2.55 million units (the most optimistic estimate is 8 million units). For 430 US dollars (about 2900 yuan), BlackBerry can bring about 1.1 billion US dollars of revenue, accounting for about 4.8% of its total revenue of 22.8 billion US dollars.

However, RIM is faced with fierce competition in the Tablet PC business, which is not inferior to their killing in the smart phone market.

According to the latest financial report released by Apple recently, in the quarter ended December 31, 2010, iPad's global sales were 7.33 million. The tablet PC market for the whole of 2010 has almost become Apple's exclusive show, with iPad occupying 95% of the market. This means that Jobs has set the biggest obstacle for RIM in the area of ​​tablet PCs. It is also worth mentioning that Motorola’s Xoom Tablet PC, which is being launched in response to the recovery of its mobile phone business, has also adopted Google’s Android operating system. Motorola’s operating system is very familiar with this, which requires RIM’s attention. In addition, the newly emerged Hewlett-Packard Company has few achievements in the field of mobile, but its strong brand reputation and sales channels throughout the world are also RIM can not. For this reason, analysts with investment companies in the United States have reservations about the prospects of Playbook.

However, good news has already arrived from RIM. According to foreign media reports, although it is not yet officially on sale, the PlayBook tablet PC, which aims to compete with the Apple iPad, has already received a large number of corporate user orders. Allegedly, RIM wants to challenge Apple's dominant position in the tablet PC market with the good reputation established by its smart phones.

There are also companies in China that are optimistic about the development prospects of the Playbook. The person in charge of the blackberry business of CITIC Securities told the correspondent that they are already concerned about the development of the Playbook and will not rule out the migration of related services from the BlackBerry to the Playbook in the future. According to him, the function of the iPad is mainly entertainment, while the Playbook not only has enough entertainment experience, but also meets business needs.

The views of CITIC Securities were confirmed by Xie Guorui. According to its philosophy of “working hard and having fun”, RIM will not give up its successful experience in mobile commerce, but it will also let consumers notice that the BlackBerry is becoming more and more interesting.

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