[Neely2005]

Techniety: Misconceptions about BlackBerry...

Misconceptions about BlackBerry...

As an evangelist for BlackBerry, I often find myself in front of audiences full of people with lots to say about RIM and BlackBerry. I hear and read lots of commentary, and though a lot of it is repeated over and over, most of it is just plain inaccurate. In my 20+ years in high tech, I've never experienced a topic so heavily covered by the media and yet contain so few facts. I think this is partly due to the fact that as a society, we've become like religious zealots about our mobile devices. Our phones have become extensions of our identity or personality, and thus take on an emotional attachment, exempt from objectivity and fact checking. So, in the interest of education, I'll share with you some of the misconceptions I hear all the time along with my perspective about what's real...

Here are some of my favorite uninformed statements:

"RIM is dead" or "RIM is going bankrupt"
"BlackBerry 10 is 'too little too late'"
"BlackBerrys are for business"
"BlackBerry doesn't have any apps"
"BlackBerry should just adopt Android"



1. "RIM is dead" or "RIM is going bankrupt"

First, some facts:

RIM has $2 billion in cash
RIM has no debt
RIM owns all its buildings/real estate
RIM is growing in subscribers and app developers
The internal culture at RIM is very strong

I believe this misconception stems mostly from RIM's loss in US market share. The sentiment that RIM is going bankrupt or that it's dead is uniquely a US thing. BlackBerry is thriving in other parts of the world quite well. It's the #1 device in Latin America (all countries) and BlackBerry enjoys an insane fervor in Indonesia where people camp out at BlackBerry stores the night before a new device launch and seek RIM employee autographs when we hold conferences and events there.

The US, however, holds the worldwide megaphone for news in the smartphone sector, so that's what we hear. It's certainly true that the market share for of BlackBerry devices has decreased dramatically over the last 3 years from a peak of 20% in 2009 to about 5% in 2012. So, it's understandable why someone would come to the conclusion that RIM is dead or going bankrupt. However, there's a lot more going on here than people realize. First, the market share is so low in the US because we don't have a device in the portfolio that meets the needs of the US market right now. The US market wants a thin piece of glass, GPU-accelerated graphics, all touch, with lots of apps on it. I agree we should adapted to this trend a lot sooner than we did. However, what we did was decide to take the hit in the short term and step back, rebuild, and plan a leap-frog strategy. And that's exactly what we've done with BlackBerry 10.

It started about 2 years ago with the acquisition of a few companies strategically designed to create a new BlackBerry platform. These critical acquisitions include:

QNX. Arguably one of the best RTOS's in the world. QNX runs in 60% of the cars on the road today, it's in Cisco's largest multi-core Internet routers, most of Las Vegas's gambling machines, the space shuttle, and a majority of the world's nuclear power plants. It's a battle-tested, high performance, multi-tasking, beast of an OS that thrives in life-threatening real-time situations. This new OS, at the heart of BlackBerry, is strong enough to power innovations in mobile computing for the next 10 years. BlackBerry 10 is much more than a smartphone OS as will become more clear over time. QNX's connection to the auto industry (see CES award) will bring innovations to the smartphone-car interface that go well beyond what is available today.
Torch Mobile. Torch mobile is one of the world's most active contributors to Webkit for mobile devices. Webkit is the rendering engine used in all of today's major browsers (Safari, Chrome, Android Browser, Opera, etc.). More recently, this acquisition has helped to create a killer browser for BlackBerry 10, and has catapulted the BlackBerry browser and the BlackBerry web platform (called WebWorks) to the front of the HTML5 compatibility race. An increasing number of companies that are betting their mobile future on web technologies are building on BlackBerry PlayBook first and porting afterward to more constrained web browsers found on iOS, Android, etc.
TAT (aka, The Astonishing Tribe). This Swedish Design shop is a crazy bunch of UI/UX designers! These guys designed the UI for the Google G1 phone, and have developed a tool chain based on Qt and QML for building extremely, dare I say "astonishing" user interfaces. Since the acquisition, they've been working closely with our User Experience team (headed by Don Lindsay, ex Design Director at both Apple and Microsoft) to create a UI and UX tool box to enable app developers to very easily build rich and compelling BlackBerry 10 apps.

So, YES, the market share has been hit hard while we've been rebuilding. The important question is this: Is the declining market share indicative of RIM's demise, or is it a temporary phenomenon necessary to endure while we build a new, really great platform? I think you can guess where I stand on that question. :-)

Another thing that baffles me when I think about people on the outside looking in, is they're very quick to make blanket statements about a company's health based on a stock price or a quarterly earnings statement. Stock prices are based on pubic faith about your future. With so much misinformation out there about RIM, it's hardly a reliable guide. Similarly, earnings reports represent rear view mirror sales. When you're building a new platform, you can't base the viability of the new stuff based on how the old stuff performs.

To get a good picture about a company in the midst of a turn-around, you have to dig deeper and ask these kinds of questions:

Are they making the right changes at the top? Answer: YES. All new C-level execs, energized, focused, and aligned. There's a plan, and we're following it.
Is key internal talent leaving? Answer: NO. The key architects involved in the core BlackBerry 10 teams are all staying put. This includes hardware, software, tools, user experience, etc. This is a very exciting time to be at RIM.
Do they have the capability to bring the new stuff to market? Answer: YES. QNX, Torch, TAT, and much more are very formidable forces. The tech is definitely there.
Do they have the manufacturing and distribution channel in place? Answer: YES and YES. The carriers love it and want it now.


2. "BlackBerry 10 is 'too little too late'"

Let's break this one up into two pieces because neither is true.


"BlackBerry 10 is too little"

This kind of statement is, of course, subjective. What's "too little"? Your "too little" might be different from my "too little". So, let's try to make this less subjective by considering not our opinions, but the opinions of the people in the industry that buy these devices in large quantities: the Carriers. We've not divulged the names of the carriers that have committed to BlackBerry 10 yet, but our executives have been sharing BlackBerry 10 with major carriers, and there's some news out there about it: : RIM gives Canadian carriers a look at its new BlackBerrys. Suffice it to say, it's definitely not too little. The carriers LOVE it. Why? it's innovative. It's not the same user paradigm that Apple brought to the market 6 years ago. A lot has changed in technology since then, and BlackBerry 10 --whether you want to believe it or not-- is really innovative. You'll find that you can get a lot more things done on your device in less time, less clicks, less remembering where you stuffed which pieces of information. A common message that we're hearing from people that are using it today is, "after using BB10, I find the <insert your favorite other smartphone name here> to be clunky and slow"


"BlackBerry 10 is too late"

This one always makes me laugh. Like, yeah, the final chapter on smartphones has been written. Last time I checked, only half the addressable market in the US (and we lead the world here) is using a smartphone. If you think it's too late because of money, read #1 above.

So, notwithstanding the fact that people change phones ever 2 years and that many people still love BlackBerry, China is not online yet, and here's the critical one... [wait for it....] people are getting fatigued with Apple. The devices all look and act pretty much the same. The in and out of apps use case hasn't changed in 6 years. The most recent Samsung commercial cracks me up. I have to give Samsung credit, they've totally captured it. "The headphone jack is going to be on the bottom!" ROTFL... I really think people are starting to look for, dare I say it, something "different". Too Late? I think not. There's plenty of market share out there and this industry is still in it's infancy. There's lots and lots of innovation yet to be delivered.



3. "BlackBerrys are for business"

Historically, this was the case. However, about 2 years ago, the number of subscribers using BlackBerrys for consumer use exceeded business use for the first time and has continued to pull away. In addition, the classification that a device is for business or pleasure no longer makes sense.

The BYOD (Bring Your Own Device) trend we've all seen with smartphones has shown us that people want to carry one device around with them. There is no work device or personal device. In response to this trend, RIM has taken a leadership role in the smartphone industry with respect to BYOD with 2 products:

BlackBerry Balance
BlackBerry Mobile Fusion

BlackBerry Balance is a capability on newer BlackBerry devices that allows them to separate -in a very secure way- a person's personal data and apps from their sensitive work data and apps. BlackBerry Mobile Fusion is a professional grade device management system. It offers a web portal for IT administrators that allows them to manage iOS, Android, and BlackBerry devices at their company. Most IT departments are familiar with BlackBerry's Enterprise Solutions and recognize this brand as secure and trustworthy. These two products are innovative BYOD features and capabilities that set BlackBerry apart from other platforms.

BlackBerry 10 devices are high performance, GPU accelerated, multitasking machines that will allow users to play games and quickly check email without leaving the game app. Once you see it, you'll know what I mean. So, if you've not seen it, watch this: BlackBerry 10 Demo



4. "BlackBerry doesn't have any apps"

If you're using an older BlackBerry, one running BB4 or BB5, this is definitely true. And, unfortunately, there are still a lot of people using older devices. My sister-in-law is a nurse at a big hospital chain in California and was just given a BlackBerry by her employer. She was having trouble getting the device to do something, so she handed it to me to "fix". My first realization was that the OS was so old, I didn't remember how to do said function on that old OS. This is part of the problem. Many of the devices out there are from another era... A time before app stores.

The fact is that there are over 100,000 apps in BlackBerry App World. Just about everything you need is there. And BlackBerry 10 will have tons of apps. The app count comparison was interesting in the early days of smartphones, but I don't believe it has any meaning anymore. PC World wrote a great article on this titled "Why the Number of Apps in an App Store Doesn't Matter". They found that there's over 1200 versions of solitaire in Android Market and over over 900 in apple app store. When you remove all the duplicates, all the stores have about the same number of unique apps. So, the main problem with the app counting metric is that it counts all the duplicates, all the fart apps, all the junk apps that get accepted into app stores often without any curation. One market place (I don't need to mention which one) doesn't do any checking to see if the app someone is uploading is actually their app (sounds crazy, right?) or whether it contains IP that doesn't belong to them or viruses that could hurt unsuspecting consumers.

The BlackBerry App ecosystem is healthier than ever. Vision Mobile recently reported that BlackBerry is most profitable app platform for developers (Vision Mobile Developer Economics 2012). They found that not only does BlackBerry pay more on average per app than both Apple and Google, but it also costs less to develop the apps. Mobile developers are smart people and know how to follow the money. Consequently, we've had more vendor registrations in the last year (a 229% increase over last year) than every before and the number continues to rise. On the consumption side, we've also enjoyed acceleration in app downloads. Recently we hit 3 billion downloads for App World. This happened in less time that it took to get to 2 billion which was less time that it took to get to 1 billion.

Keep this thought in mind: These numbers are all for our old BlackBerry OS based devices. Imagine what will happen when we have a kick-, competitive and differentiated BlackBerry 10 device in the market Q1 next year.




5. "BlackBerry should just adopt Android"

This argument is, in my opinion, the least informed of the whole bunch. Here's why: If RIM were to adopt Android, it would be a death sentence. A slow and painful certain death --not to mention a colossal waste of innovation.

Here's a question that I hope will illustrate the point for you: If you were the CEO of RIM and could do either of the following, which would it be:

A) Adopt Android and get in line with all the fragmented, un-differentiated devices out there whose primary purpose is to deliver ad revenue to Google, or

B) Create a differentiated, innovative, new platform that provides real value not addressed by any other platform

Now, I think most rational people would choose "B". The sentiment that's causing some people to say "A" is that they just don't think B is possible. They've given up on B as an option. The fact is, B, is what we're doing. It's what we've been building since we acquired QNX.

Other people will say, "No, it's not Android. What RIM needs to to win back market share is more apps".

Well, more apps (though important) isn't going to do it either. What's needed is a truely great user experience. Something that makes consumers say, "I _need_ that device". It's designed to help people get of stuff done more easily and quickly. It's a revolution in the smartphone user paradigm. Starting from scratch, we designed a platform that addresses how people use their devices today. If you're a productive person, or someone that strives to be successful or creative, then you'll find the BB10 device the one you'll need to have. See #1 and #2 above for more background.



--Larry McDonough @lmcdunna

Head of Platform Evangelism, Americas,
Research In Motion
Silicon Valle

[Masahiro]

Great post. Thanks for sharing, although it mirrors a lot of the sentiment here on getting forums. It's good to know that the evangelists are passionate and know the issues. Now if only they could replace in-store carrier reps with these guys. Haha...

[pennccrn]

Awesome read. Thanks very much for posting all of this.

[Tre Lawrence]

A little high on the buzz words, but the enthusiasm is palpable, which is good.

I like the evangelist program, but I think the key is being a bit realistic. Saying that removing the fart apps equalizes the app markets and implying the BB ecosystem is healthy (especially when compared to others) is very wishful. His point with brand fatigue may have an inkling of truth, but do the numbers support it?

FTR, I think the best evangelist for the brand has been the new CEO. For the most part, he is able to inject a semblance of realism to most conversations, IMHO.

[daveycrocket]

Great post thank you. RIM has massive potential which I feel pleased in a small way to be part of.

[djdragon]

Point #5 is spot on!

[Neely2005]

A little high on the buzz words, but the enthusiasm is palpable, which is good.

I like the evangelist program, but I think the key is being a bit realistic. Saying that removing the fart apps equalizes the app markets and implying the BB ecosystem is healthy (especially when compared to others) is very wishful. His point with brand fatigue may have an inkling of truth, but do the numbers support it?

FTR, I think the best evangelist for the brand has been the new CEO. For the most part, he is able to inject a semblance of realism to most conversations, IMHO.

I think he does raise a good point though with the duplication of Apps.



Sent from my BlackBerry 9700 using Tapatalk

[Roo Zilla]

I think he does raise a good point though with the duplication of Apps.



Sent from my BlackBerry 9700 using Tapatalk

In pointing out the duplication of apps, he fails to mention duplication of apps in App World. If the ratio of duplication is similar, one would suspect that the number of non-duplicate apps in App World is also significantly less than 100,000. The statement of app duplication is typical spin. Point out something about the competition, while ignoring your own brand hoping the readers don't realize the trick being played on them.

[mikeo007]

In pointing out the duplication of apps, he fails to mention duplication of apps in App World. If the ratio of duplication is similar, one would suspect that the number of non-duplicate apps in App World is also significantly less than 100,000. The statement of app duplication is typical spin. Point out something about the competition, while ignoring your own brand hoping the readers don't realize the trick being played on them.

The other piece to the puzzle is: duplication is not inherently bad. 2 identical apps, offering identical functionality would be redundant. 1200 solitaire apps all offering different prices, features and styles of play is called "choice". Choice is a good thing. BB app world offers very little choice. You usually have at best a handful of options. Lets say for example, I want an app to view tiff files. Appworld gives me 2 paid options. One of which does nothing but view tiff files. IOS App Store gives roughly 40 options for viewing tiffs. I can choose free, ad supported, lite and paid options. Each offers some different functionality (multi-format, editing, faxing, printing, converting) or a combination of functionality.

[Tre Lawrence]

In pointing out the duplication of apps, he fails to mention duplication of apps in App World. If the ratio of duplication is similar, one would suspect that the number of non-duplicate apps in App World is also significantly less than 100,000. The statement of app duplication is typical spin. Point out something about the competition, while ignoring your own brand hoping the readers don't realize the trick being played on them.

Neely, Roo Zilla hits what I was thinking PERFECTLY.

A while back, someone had said something derogatory about fart apps in other app environments. Another member with some time on their hands pointed out that App World had plenty of flatulence apps as well, and in fact, at the time, the percentages showed App World had a greater ratio.

I understand he is paid to cheerlead, but there are better arguments to be made. Talking about duplication of apps of other platforms was kinda funny, especially when we had folks here upset that ebooks were being counted as apps, for instance.

[Tre Lawrence]

The other piece to the puzzle is: duplication is not inherently bad. 2 identical apps, offering identical functionality would be redundant. 1200 solitaire apps all offering different prices, features and styles of play is called "choice". Choice is a good thing. BB app world offers very little choice. You usually have at best a handful of options. Lets say for example, I want an app to view tiff files. Appworld gives me 2 paid options. One of which does nothing but view tiff files. IOS App Store gives roughly 40 options for viewing tiffs. I can choose free, ad supported, lite and paid options. Each offers some different functionality (multi-format, editing, faxing, printing, converting) or a combination of functionality.

The only folks who complain about too many apps, it seems, are folks who don't have access to apps. I cannot grasp why choice is bad.

Take document editors. The numerous choices on Android and iOS force developers to up the ante. That is most likely why, for instance, that D2G is more full-featured on other platforms than its own turf. I have dozens to choose from. When Quickoffice added in Dropbox compatibility, guess what the other serious ones did?

Choice is good, and it takes little time and effort to find the best regarded apps with the help of peer review.

[Roo Zilla]

The only folks who complain about too many apps, it seems, are folks who don't have access to apps. I cannot grasp why choice is bad.

Take document editors. The numerous choices on Android and iOS force developers to up the ante. That is most likely why, for instance, that D2G is more full-featured on other platforms than its own turf. I have dozens to choose from. When Quickoffice added in Dropbox compatibility, guess what the other serious ones did?

Choice is good, and it takes little time and effort to find the best regarded apps with the help of peer pressure.

One other thing that hasn't been addressed is the blatant lack of major apps in App World. We all know which ones those are so no point in belaboring that point. There's also the point of app quality, and the fact that apps typically arrive on other platform before they arrive in App World, and the App World version usually worse than their counterparts available on other platforms.

Evangelists are all spin makers, of one form or another.

[Neely2005]

In pointing out the duplication of apps, he fails to mention duplication of apps in App World. If the ratio of duplication is similar, one would suspect that the number of non-duplicate apps in App World is also significantly less than 100,000. The statement of app duplication is typical spin. Point out something about the competition, while ignoring your own brand hoping the readers don't realize the trick being played on them.

There are 1200+ Solitare Apps for Android & 900+ for iphone. Do you really think that there is the same level of duplication for BlackBerry?



Sent from my BlackBerry 9700 using Tapatalk

[Rello]

All I know is that in Q1 of 2013, they better have a product worth backing up. We keep hearing talk from RIM trying to discredit all these misconceptions yet they aren't really giving people a whole lot of reasons to believe them. They wanna talk about RIM isn't dead, and they realise that they are missing apps and they know what the american market wants and what not....that's all fine, but then they better deliver in Q1 or they won't have a chance to make it to this supposed era of "mobile computing"...

[Roo Zilla]

There are 1200+ Solitare Apps for Android & 900+ for iphone. Do you really think that there is the same level of duplication for BlackBerry?



Sent from my BlackBerry 9700 using Tapatalk

You obviously don't understand what I'm saying.

[badiyee85]

Just playing the devil's advocate: how many active BlackBerry users are there in the United States of America against Canada+the rest of the world, out of the 80M active users? I'm interested in this.

Sent from my BlackBerry 9800 using Tapatalk

[Roo Zilla]

Just playing the devil's advocate: how many active BlackBerry users are there in the United States of America against Canada+the rest of the world, out of the 80M active users? I'm interested in this.

Sent from my BlackBerry 9800 using Tapatalk

There are about 325 million mobile subscribers in the USA, and a little over half use smartphones. RIM had about 8.1% marketshare of smartphones back in June. You can probably extrapolate about 14 million Blackberry users from that info.

[Neely2005]

The only folks who complain about too many apps, it seems, are folks who don't have access to apps. I cannot grasp why choice is bad.

Take document editors. The numerous choices on Android and iOS force developers to up the ante. That is most likely why, for instance, that D2G is more full-featured on other platforms than its own turf. I have dozens to choose from. When Quickoffice added in Dropbox compatibility, guess what the other serious ones did?

Choice is good, and it takes little time and effort to find the best regarded apps with the help of peer review.

The problem is that all the duplication of Apps makes it harder to find out which App is the best App. With the Solitare example could you really go through 1200+ Apps to find the best one?

There's a good article on this here:

Why the Number of Apps in an App Store Doesn't Matter | PCWorld

[bigbmc26]

For some reason, you think App World is devoid of the same phenomenon. I just checked and there were 223 apps in App World found with the keyword "solitaire." 200 apps out of 100,000 is a significantly higher ratio (about 2X) of solitaire apps than what's present in either Google Play or App Store, which seems to imply there is a significantly higher ratio of app duplication in App World than either of the other collections. For things like games, I would think that pattern would hold true, since most BB devices do not have high end 3D graphics. Thus variety of games will suffer and there will be multiples of the same basic categories.

Also, do you really believe people actually go through 1200+ solitaire apps in Google Play to find one? They find the one with the most downloads or highest rating and download that one.

Yes, I agree the TOTAL NUMBER of apps don't matter, but what matters is the availability of high profile and popular apps, and the quality of those apps. Please let me know as soon as you find a native Instagram app for Blackberry and to show I'm not sexist, let me know when you find a Pinterest app too. As for app quality, what does the BB Facebook app look like? The ones for Android and iOS looks like the one that's going to be on BB10, AKA, the "future of RIM."

If you really believe apps don't matter.... Ask all the iOS and Android users what they think of apps. Ask Heins why he's spent so much time and resources wooing developers. Ask him why RIM finally designed a SDK that's developer friendly. WHY WHY WHY? The only people who don't think they matter are the ones without.

Do you feel better after your rant?

[Roo Zilla]

Do you feel better after your rant?

Sorry about that. I realized.... I don't really care.

[Tre Lawrence]

Do you feel better after your rant?

Not a rant if you try to grasp his point, which is a good one.

Picking apps is easy. What the other markets have as an advantage is plenty of feedback aka peer review. If I want to pick a solitaire app, I can EASILY narrow it down to the highest rated one in seconds, as Roo notes. NOBODY manually goes through hundreds of apps LOL.

Roo also points out that the duplication ratios may actually not work out in RIM's favor.

[Rickroller]

Well, more apps (though important) isn't going to do it either. What's needed is a truely great user experience. Something that makes consumers say, "I _need_ that device". It's designed to help people get of stuff done more easily and quickly. It's a revolution in the smartphone user paradigm. Starting from scratch, we designed a platform that addresses how people use their devices today. If you're a productive person, or someone that strives to be successful or creative, then you'll find the BB10 device the one you'll need to have.

Hasn't Blackberry always catered to the "productive" crowd? That's what they've been drilling into consumers heads for the last few years with their commercials anyways. "If you write 1000+ emails a day (0.7emails/min ) you need Blackberry" or "If you're a DJ and need to tweet, you need Blackberry".

I'd say the majority of people use their phones for texting and surfing the web, along with photos, Facebook, and Twitter. What needs to be productive about this? People generally turn to their cellphones to be unproductive and take a break from what they're doing, not to do more work. RIM needs to break away from this "Be productive, Be Blackberry" mantra, and instead just deliver something consumers in general want if they hope to regain market share.

[knowledge_6]

Great read.. the apps part i get what people are saying... i have a 9900 and a GS3.. there are a lot more choices on my GS3 and it's good being able to try different types of the same functionality... the ads are annoying and the fact i can download some sorta of adware is annoying too! I really hate having to use Gmail and my Gmail ID for everything cause i would like to use my real email i've been using for the last 10 years.. so luckily my ROGERS email account is considered a premium yahoo account so i can forward my emails to Gmail and gmail does have a nice way of being able to use their app and reply and receive from an outside email address. But the fact that everything is linked to my actual GMAIL address is a bummer...

someone up there said:

The only folks who complain about too many apps, it seems, are folks who don't have access to apps. I cannot grasp why choice is bad.

i have access to apps on my GS3 and choice is good, but seriously besides like Mint.com and some multiplayer games like BIKE RACE and HOME RUN DERBY .. i actually use my 9900 way more for what i need a smart phone to do! i barely watch movies or youtube or stream.. but i am just one in many use cases for what someone does with a smartphone..

i can see where apps are important especially ones like Skype and netflix to certain people...

[iankeiththomas]

The problem is that all the duplication of Apps makes it harder to find out which App is the best App. With the Solitare example could you really go through 1200+ Apps to find the best one?

Nobody in the history of the world has ever done that, so I'm hesitant to call that a "problem." That's why App Stores have rating systems, display the number of times an App has been downloaded, etc..

And the article doesn't have anything to do with what we're talking about here. It's true that sheer number of apps isn't the end-all; the problem is when a particular platform has so little app support that it doesn't even have some of those big apps that everybody uses all of the time, or when an app suddenly becomes a big deal and a platform is left out because it has no app support. In other words, an iPhone user can rest easy that if some huge new app comes out tomorrow, it will certainly wind up on iOS, and probably it will originate there. Android users will probably get a version eventually, though it may take a while. What assurance is there for BB10 users?

[jivegirl14]

The choice is more than good, it's great. There was never that breadth of choice or the same experience on my 9900 so I avoided getting many apps. I have 112 apps on my GS3, productivity AND games. I don't use all of them all of the time, but I use most of them quite a bit. I have free and paid... and I tend to go only for highly rated apps, so peer review is important. What's more, I can download an app from Google Play and it just works. No rebooting, restarting etc that I had on my 9900. The fact is people want apps and they want a choice of great quality apps (including social apps) and they want a great user experience that to date Blackberry hasn't quite managed to deliver and must deliver with BB10 if they want to succeed with consumers. People no longer just email, text and phone (the image that most have of a Blackberry), they consume content, and lots of it as well. They create content and share it. They want to do it all with their phones. Exceed their expectations and you'll have a winner.