BlackBerry maker Investigation In Motion (RIM) unveiled its most recent smartphone earlier this week - BlackBerry Torch 9800 - and billed it as the "best BlackBerry device ever." But is it an 'iPhone killer'?
1st, let us look at the Torch 9800.
The Torch 9800 is no doubt RIM's best-looking device to date.
But the Palm Pre Plus look-alike device isn't only handsome but also smart - the Torch 9800 boasts of beefy specifications for example 5-megapixel camera with flash, autofocus, digital zoom and geo-tagging functions; a 3.2-inch capacitive multi-touch display (with 480x360 pixel resolution display); 624MHz processor; 8GB internal memory (4GB flash memory + 4GB microSD card); a slide-out Qwerty keyboard; an optical trackpad for effortless navigation; 512MB RAM; Bluetooth 2.1; GPS; Wi-Fi; 3G; GPS; tethered modem; accelerometer; ambient light sensor and proximity sensor.
The Torch 9800 is a special smartphone from RIM mainly because it is the very first device from the Canadian stable to combine a touchscreen with a full slide-out Qwerty keyboard, which has made BlackBerry devices so preferred.
The Torch 9800 is also the very first device to appeal to both corporate users together with general customers. Why? For the reason that, besides offering secure Microsoft Exchange Server e-mail and calendar support - the hallmark of RIM's devices that has created BlackBerry a corporate smartphone brand, the Torch 9800 also promises to be a device you'd love to take along to a party - it supports the company's Media Sync service that streams DRM-free music from the user's residence media library over Wi-Fi connections.
And unlike most other BlackBerry devices, the Torch 9800 comes pre-loaded with the BlackBerry app store, App World.
And, that's not all. RIM goes a step further by boosting the device with the company's newest proprietary OS - BlackBerry 6. In reality, the Torch 9800 delivers what previous BlackBerrys lacked - a robust OS. The BlackBerry 6 packs a totally revamped "generational shift" Webkit-based Web browser; multi-touch input gestures including a brand new pinch-to-zoom for Web browser, e-mail and much more; a slick user interface; an improved notification system; a universal inbox; a new media player; a universal search bar; and superior support for applications.
The BlackBerry 6 also signals a deviation for RIM into social networking realm - in contrast to its predecessors that only catered to the needs of the corporate users, BlackBerry 6 OS provides integrated connectivity with social networking websites like Twitter, MySpace and Facebook and hence is likely to appeal to social networking addicts. It also has a "feed application" to capture all of your Twitter, Facebook, and MySpace social networking updates.
Based on RIM CEO Mike Lazaridis, Torch 9800 is the "outcome of RIM's ongoing passion to deliver a effective, simplified and optimized user expertise for both touch screen and keyboard fans" and promises to deliver a "communications, browsing and multimedia encounter that we feel users will adore."
Not surprisingly, analysts have fallen in love with the device, claiming that it could alter RIM's fortunes and challenge the dominance of the iPhone.
The plus points of the device, the analysts said, are the overhauled user interface, a physical keyboard, multi-touch features, a far more powerful camera (the Torch 9800's 5-megapixel camera is a initial amongst BlackBerry devices) secure emailing environment and social networking support.
But is Torch 9800 actually RIM's winning lottery ticket and more importantly, can it challenge the iPhone?
The answer to the very first question is yes.
In the past, RIM had tried to challenge the iPhone's supremacy with its first touchscreen-only smartphone - the BlackBerry Storm - but it was plagued by both software and hardware bugs. RIM followed it up with an improved Storm 2 but that device too failed to whip up a storm, enjoying limited success, as lots of BlackBerry fans, who were utilized to the time-tested BlackBerry's Qwerty physical keyboard, found it tough to adjust to the new virtual keyboard.
Not surprisingly, the hype surrounding Storm 2 swiftly fizzled out plus the device, obtaining it challenging to compete against the likes of even a string of Google Android-based smartphones launched by HTC, Motorola and Samsung, soon joined the lengthy list of pretenders that failed to live up to the 'iPhone killer' hype.
Based on the analysts, the limited success of touchscreen-only device could have this time prompted RIM to take the safer path by launching a device that incorporates RIM's core strength - a physical Qwerty keyboard - as well as compelling multi-touch functions.
The timing of the launch of the device is also right, analysts said, as RIM faces the threat of losing market share to not only the iPhone but also Android-based smartphones.
On Monday, a Nielsen survey revealed that 50 percent of BlackBerry users desired an iPhone or Android phone for their next buy.
An additional report by investigation firm Canalys said RIM's BlackBerry now trails both Apple's iPhone as well as Google Android-based smartphones in terms of US smartphone sales. RIM, Canalys said, controlled 32 percent of the smartphone marketplace in the most recent quarter although Android-based smartphones claimed 34 percent market share.
And, this isn't beneficial news for RIM as, in 2009, BlackBerrys dominated the US smartphone market with 46.7 percent share, based on International Data Corp. (IDC).
Hence, according to Nielsen's Don Kellogg, Torch 9800 could possibly be the best device to prevent further exodus of BlackBerry users.
"Up until this point, BlackBerry users had to opt for between finding a touchscreen device by way of BlackBerry, like the Storm, or getting a standard Qwerty device, like the Tour," Kellogg said.
"I believe in a lot of methods, this device type of permits users to have their cake and eat it too...I do believe that this is an evolutionary step for BlackBerry," he said.
The Torch 9800's new OS - BlackBerry 6 - will also assist maintain consumers pleased, analysts said, as the device's web browser, multi-tasking capabilities and multimedia functions are at par with iPhone and Android devices.
"They (RIM) integrated all kinds of applications and new features, [such as] universal search and taking benefit of multitasking capabilities of the operating system, as well as maintaining that distinctive keyboard expertise that BlackBerry users adore," said Forrester Research principal analyst Charles Golvin.
In other words, in contrast to the Storm along with the Storm 2, the Torch 9800 could be RIM's first ever blockbuster smartphone ever given that 2002 when the very first Blackberry hit the market.
