RIM first start by saying how surprised with the playbook. One of the biggest surprises were his strong technical capabilities, from a dual core ARM processor at 1GHz, up to outputs and HDMI inputs and micro-micro-USB, including passing two chambers (similar to the iPhone 4) for video-conferencing, photos and video. And all in a smaller size than the iPad (although you have to see if that size feels better in practice than the current IPAD). And besides all that, the device is simply sexy, at first sight with all the elegance of the best produced by Apple.
To make matters worse, RIM took a risky decision that I applaud: completely left behind their traditional BlackBerry Operating System (now in version 6), and adopted instead of BlackBerry 6 to a new operating system it acquired in April this year called QNX, and changed its name to Tablet OS BlackBerry. “
In other words, RIM obviously realized he was no longer BB6 updated with the times, and did what any company in position to do: Start from scratch, but with the advantage that it had to develop the new operating system from zero, but he got it as an acquisition, similar to how Google got what he eventually called the Android OS, allowing rapid adaptation to market.
For those who’ve never heard of QNX, this is an operating system well known in the industry of Embedded Systems, and is well known due to being very efficient and have an architecture similar to UNIX / Linux, supporting the way modern technologies SMP (Symmetric Multi-Processing), OpenGL (3D graphics in video games and other applications) as well as support for Java and now also for Adobe Flash 10.1 (the version that takes advantage of the GPU to accelerate video performance) .
What RIM has unquestionably been done in these months is to adapt the visual environment to fit the factor QNX as the iPad tablet, and also adapting an entire development environment that has been cooking for a while to allow business applications within the playbook.
And speaking of business applications, I think RIM made a very wise decision to market the playbook, not as a competitor of the iPad, but as a “Professional Tablet” for the corporate market. This is a decision that should not be underestimated and that is to be applauded loudly. With that decision RIM achieved several objectives: First, cut for himself the first slice of the pie business in the corporate market for tablets, where Apple has not even concentrate their efforts.
Second, now is no longer marginalized not only Apple, but Google and Microsoft in that market, can be credited to be first in the segment.
And third, leaving the door open and then be well positioned in the business, you start with both fists to fight for the household consumer market, which has made it extremely clear that will make the announcement at the event yesterday so very explicit that the playbook is an excellent platform for video games. “
For the moment, RIM will concentrate its efforts in the corporate sector by offering things like natural integration between BlackBerry devices and Playbooks (both access the contact and calendar directly by Bluetooth), access to corporate networks and the promise of all a new generation of business applications based on its new BlackBerry Enterprise Application Platform Middleware (BEAM), which was also unveiled yesterday, and already has the support of the giants IBM, Oracle and SAP.
The idea of BEAM is to enable mobile business applications to create the factor tablet that are much easier and more comfortable to use than a cell phone screen smart features such as login and allow universal application, data driven to push style Playbook, strong levels security, synchronization with identity systems, calendar & emails, etc.
BEAM also offer services similar to those of Apple iOS as alerts, notifications, geo-location, access to cameras and other technologies of today. Since the beginning RIM has announced that IBM is trying to BEAM with IBM WebSphere, Oracle Fusion Oracle and SAP with Sybase Mobile Platform.
In other words, RIM has pulled out all their weapons and pointed directly to the business sector as a laser beam, and has done so with a single multi-functional device instead of several, which happens to complement your BlackBerry phone that is used in the company.
And speaking of BlackBerry phones, another excellent strategic move for RIM is that the playbook will not offer a separate data plan, as does Apple’s iPad, but the playbook will be sold as an extension to your plan and established cell BlackBerry, so you share the same plan at no additional cost, a move that will undoubtedly hurt in the heart of Apple (which still remains the current leader in the consumer market, is still much to learn from the business sector).
Another thing I should mention when I say that RIM points to the enterprise market with a single device, is the fact that this is also a blow to Google and its Android OS, which to date continues to be an operating system adapted to tablets ( announced models are simple hacks made by the same manufacturers).
Google Android not yet confirmed if OS 3.0 will have native support for tablets, and certainly just be left behind as the “second” in the corporate sector due to Playbook (at least some surprise that Google announced the end of the year, which could change their income).
And Microsoft Not to mention, it has a lot of confusion about whether to concentrate on Windows 7 or Windows Phone 7 to market tablets (I recommend that you follow the path of Windows Phone 7).
Nokia on its part or figure in the field of play, and we still wait to see what HP will offer its new acquisition of Web Palm OS, who in my opinion (and as I recommended in this analysis) had to do something similar to what RIM is doing today.
So far, so good, but as always, go down now a little reality to set foot on earth …
Even with all these strategic moves RIM (which I applaud, do not think anyone could have done better), the reality is that Apple has eaten the entire market for tablets, at a level that even the business sector Apple is taking what I had never even marketed in the sector.
The iPad sales forecasts, since it was first and captured the imagination of the media, and especially, users, are everywhere, but by the end of next year’s possible that Apple has moved about 30 million iPads, and that just because the company has no means of making more for the demand that is at the moment and it is estimated will be in 2011.
In other words, the market is rewarding Apple for being first with the market