2 Things BlackBerry is Doing Right

Full disclosure, I’ve had some kind of BlackBerry in my hand pretty much constantly since 1999. Every time I try to embrace another device, I find it slowly relegated to the desk drawer. So I want Blackberry to survive and thrive. And based on what I’ve seen with the BlackBerry 10 (BB10)  launch, I think they will.

Two reasons:

1) Building on their strengths
2) Embracing developers

Sure, they’ve built lots of cool functionality into the device, but that’s the price of entry when launching a handset. These two aspects of how they’ve done it are what I think will make the difference.

Building on their strengths

BlackBerry has always been a great communication platform. That’s what has kept millions of us loyal despite other features we’ve missed out on, and it’s made us immune to the teasing about how uncool we are. BlackBerry recognized that this is their core value and built the new platform around it. Key features in BB10 – Hub, Flow, Peek, Share – are centred around making an already great experience even better, and more appealing to non-BB users.

I’ve long counted on having most of my comms in one place, my BlackBerry Inbox. It already houses 9 email accounts, my SMS texts, BBM and Windows and G+ and Yahoo messages, PINs, incoming and outgoing phone calls and voicemail alerts, DMs and @’s from Twitter, LinkedIn and Facebook notifications…

Frankly, I had trouble getting excited by early reports of Hub because it sounded like what BB already had. But Hub takes it up a notch, a more elegant way of doing what they already did well with features like pulling recent interactions with a contact together in one place. I already had some of this with “recent activity” in Contacts but BB10 expands it. Very nice.

Similarly, while multitasking isn’t new to BlackBerry – I frequently jump between multiple open apps – Flow makes it even easier, smoother.  The new stuff will appeal to Apple and Android users but it preserves and enhances what we BlackBerry die hards count on.

Another area where Blackberry has always excelled is the corporate  enterprise. The new Balance feature plays to that and helps IT managers  deal with bring-your-own-device (BYOD) challenges. By separating the  platform into “work” and “play”, BB10 lets users add what they want while  letting IT managers protect the corporate environment, adding value for their enterprise base while giving users the freedom they want. Brilliant.

And of course, the keyboard – BlackBerry listened to us and built a device with the physical keyboard I love, but by all reports they’ve also built one of the best touchscreen keyboards ever. That’s essential for a communication device but also for apps and web surfing in this interactive era.

Embracing developers 

One of the criticisms from Apple and Android users has been the dearth of  Blackberry apps. Blackberry recognized the problem and attacked it from all  sides to make sure they would not only have a solid base of apps at launch but also a credible promise of many more to come.

They supported Alec Saunders’ drive to  seed developers with devices, embraced open source, created SDK’s for  C++/Qt Cascade, C/C++ Native SDK, HTML5 BB WebWorks, ActionScript Adobe AIR  & Java Android Runtime, and blanketed the developer community with resources to support and communicate with those who were willing to work with them.

Application Development Consultants (like @garettbeukeboom who spoke before the launch at DevTO to fill us in on what was coming) were all over the developer community making sure developers had what they needed. I heard as much about BB10 in 2012 from developers playing with it as I did from the media.

And then there were the portathons. BlackBerry hosted events where developers took advantage of the SDK’s to quickly port Apple and Android apps over to BB10, offering cash and prize incentives. The January portathon delivered 15,000 apps in only 2 days. That not only sets BB10 up with a lot of great apps (approximately 70,000 at launch) but it shows developers just how easy BlackBerry has made it to port apps over. That will encourage more to take the plunge and let the ecosystem grow quickly as customers want more apps.

The easy porting of apps is a critical element of making it easy to switch. The best device ever won’t attract customers if they have to give up their favorite apps. But BB10 is launching with a lot of the most popular ones either on board or committed – Skype,  Facebook, Twitter, Foursquare, Amazon, Kindle, WhatsApp and Angry Birds, along with business apps like WebEx, SAP, and Citrix. But most apps not yet on board can be ported over quickly and easily to respond to market demand, which means users can be confident that if they switch in large numbers, the apps will follow. BlackBerry removed the technical and economic barriers to app conversion.

So here’s hoping users do jump on the BlackBerry train, if only so that I can continue to buy the products I love!

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About Sandi_Jones
Technical marketer, product developer, geek, unconventional entrepreneur. I fell in love with technology in the mid-90's, found my inner geek, and never looked back.

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