As it gears up to launch its next generation BlackBerry 10 devices early next year, RIM also is hoping to ignite application development.
After highly publicized network outages, product delays and disappointing sales, RIM has seen its market share plummet against rivals Apple and Google, leaving many app developers to concentrate on more popular consumer platforms.
Now RIM wants to reposition itself with existing application developers and attract new ones by making it easier than ever to build on BlackBerry 10. RIM has already provided them with devices and software tools to encourage immediate development.
RIM has also shared details about its product road map with developers, softening concerns about its long-term stability, while reminding them that it has $2 billion in cash and no debt.
Although RIM touts itself as a significant global player, its days may be numbered. Some sneak peeks of the BlackBerry 10 indicate the company still has work to do if it wants to catch up with competitors. The launch of Blackberry 10, put off from 2012 to 1Q2013, represents another lost opportunity for RIM in the wake of Apple’s iPhone 5 roll-out, which rang up 2 million sales in the first 24 hours.
On the surface, RIM appears to be making the right moves. But appearances can be deceiving. We may be witnessing the last gasp of a once great company that could not innovate fast enough.