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RIM all juice and no berry: Falls off top 5 list

Blackberry Research In Motion

For the first time ever, Blackberry has fallen of the top 5 list

July 29, 2012 4:00 by

For the first time in the company’s history, Blackberry (Research in Motion) has fallen off the top 5 list of dominating market shares in the smart phone industry. To say that the falling company has received media heat would be an understatement as it has been said that RIM’s smart phones are no longer ‘smart’, among many other critical commentary.

According to Research Group IDC, the company is no longer in the list of largest market shares in the world. Although RIM is pinning high hopes on its upcoming release of Blackberry ’10′; only time can tell if that will prove to be a game changer for the its future. From nearly 10 per cent of global market share in 2007, RIM grew its share to 15.6 per cent in 2008 and reached a height of 19.9 per cent of the global smartphone market in 2009. It was a downhill journey from there.

Almost everywhere you go in the Middle East, Blackberry is one of most commonly seen phones in users’ hands, but yet you wonder how G(RIM) times have hit the company. Well, many analysts say that it is a company in transition, much like Nokia and since all their smart phones will be running on the BB 10 platform which is in process to be released; its fate is unknown until that time comes.

RIM has been working to turn around operations after watching its market share eroded by the growing popularity of Apple’s iPhone and smartphones running Google’s Android operating system.

The company hopes the debut of its BlackBerry 10 operating system and a new line of BlackBerry smartphones will help keep its subscribers from defecting to other devices, particularly in the United States. The real question is, did RIM lose its value in the eyes of their customers or did competitors like Apple simply raise the bar higher? Maybe both.

In either case, time will be the teller but the company is surely putting all their ‘Blackberries in one basket’ with the release of the BB 10. RIM’s CEO, Thorsten Heins, has vowed to turn around the company, but has delayed until early 2013 a crucial new batch of devices – called BlackBerry 10 – that form the core of RIM’s comeback strategy because he felt they were not yet perfected.

Blackberry, Samsung and Apple are locked in a three-way horn fight; latest Samsung device vs BB 10 vs The mysterious iPhone 5. The success of each company will rely on its own product but more on the success of its rival’s product. Let the battles begin!

Since their ambition lies in the new platform acting as their saviour; let’s ask you as Blackberry users. What changes would you like to see that you think are big enough to save them?

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