Research In Motion launched its BlackBerry PlayBook tablet on Apr. 19 with hopes of becoming a key player in that market. For the past couple years, RIM has watched its smartphone market share start to slip away at the hands of Apple's iPhone and Google’s Android platform. And the company is now keenly aware that if it doesn’t keep pace with those fast-movers, it could very well be left behind in an increasingly competitive market place. Witness the planned addition of Angry Birds to PlayBook. So far, analysts have said that the PlayBook’s sales have been solid, though RIM hasn’t confirmed exactly how many units it has sold. Either way, it’s clear that the company’s sales aren’t even close to matching that of Apple’s iPad 2. And the chances of the PlayBook catching up anytime soon seem slim. Part of the reason for that is simply that Apple is a dominant force in the tablet space. But it also has to do with the mobile company’s odd tablet strategy. RIM has gotten some things right in the tablet space thus far, but it has also gotten many things wrong. At this point, the company’s tablet strategy is all over the place. And it needs to be fixed. Here's a look at the major flaws with RIM’s tablet strategy— and what it should be doing to address them.
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The Marketing Isn’t Effective
So far, RIM’s marketing efforts related to the BlackBerry PlayBook have not been all that effective at outlining what its product is all about and which customers it’s designed for. That’s an issue. RIM needs to communicate to enterprise customers especially, why its product is better than the iPad 2 and other tablets on the market. If it continues to fail at that, its tablet won’t be able to succeed at the same level it hopes.
The PlayBook’s Screen Is Too Small
Going forward, RIM must unveil a tablet with a bigger screen. Just about every market researcher and Steve Jobs himself have pointed out that the larger the display on a tablet, the more likely the device will succeed. It’s why the iPad comes with a 9.7-inch screen and why smaller tablets, like the 5-inch Dell Streak have failed. The PlayBook 2 should have a larger screen.
It Relies Too Heavily On BlackBerry Smartphones
Unfortunately, RIM decided to take many of the integral applications built into its tablet, including e-mail and messaging, and only allowed users to access them when they have their BlackBerry smartphone connected to it. That limits RIM’s market and makes the device generally useless for enterprise customers who don’t have their BlackBerry handy. That needs to be addressed as soon as possible.
More Apps Are Needed
The number of applications available to the BlackBerry PlayBook currently numbers a few thousand. The number of apps available to the iPad, on the other hand, tallies more than 65,000. RIM better start working with developers to up the number of apps available to the BlackBerry PlayBook if it wants to stay relevant.
4G Needs to Arrive Sooner
RIM has already said that it plans to launch the BlackBerry PlayBook with 4G later this year. That’s a good thing, especially considering the iPad 2 lacks that ultra-high-speed connectivity. But it would be nice if RIM delivers 4G sooner rather than later. As more tablets join the market, including many with 4G, RIM will want to already have its option in play. If it doesn’t, it’ll look like it’s trailing.
It Needs to Forget Consumers
RIM doesn’t seem all that convinced that it wants its tablet to appeal to enterprise customers first. The company’s marketing seems to appeal to consumers, as well. And considering the device has some entertainment options available, it’s sending a mixed message. RIM needs to stop that. The company must deliver a single message that makes it clear to everyone that it’s in the tablet space to appeal to enterprise customers.
The Design Isn’t There
When Sony unveiled its S1 and S2 tablets recently, the company showed off something special that no firm outside of Apple has: uniqueness. The S1 comes with a wedge-like design and 9.4-inch display. The S2 has dual 5.5-inch displays. It was refreshing to see such unique designs. The BlackBerry PlayBook, on the other hand, features the same old boring design customers are used to. Next time around, RIM needs to think about delivering a better design.
It Needs to Sell the OS
One of RIM’s biggest issues right now is that it’s offering a tablet operating system that enterprise customers aren’t familiar with. The platform was developed by QNX Software, a company RIM acquired. Considering enterprise customers are typically loath to rely on new software before they fully understand it, RIM needs to do a better job of informing the corporate world about the benefits of using its Tablet OS.
Pricing Is A Problem
RIM made a huge mistake by pricing the BlackBerry PlayBook between $499 and $699. At that price, the device, which can only connect to a Wi-Fi network on its own (and via 3G through tethering), is priced evenly with the Wi-Fi-only iPad 2. Considering the BlackBerry PlayBook comes with a smaller screen, an unknown operating system, and other features that pale in comparison to those on the iPad 2, RIM might want to consider adjusting its tablet’s prices as soon as possible.
It Wants to Beat Apple
RIM’s management has made it clear as of late that it has its sights set on Apple. That’s the wrong move. RIM shouldn’t be concerned about trying to beat a company that it will never be able to supplant in the tablet space. Instead, it should be concerned about coming in second place behind the company. The tablet maker that secures the second spot will profit heavily on slates in the coming years.
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