Can RIM Replicate Apple’s Turnaround With BlackBerry 10?

Updated on

Research In Motion Limited (NASDAQ:RIMM) (TSE:RIM) is preparing to launch a device, which CEO, Thorsten Heins, believes will be a game changer for the troubled BlackBerry maker. The company has scheduled to launch the New BlackBerry 10 in February next year, and the CEO believe that the device should be the turning point for RIM’s smartphone division that has been facing all sorts of problems adding pressure to the overall performance of the company.

Can RIM Replicate Apple's Turnaround With BlackBerry 10?

However, Barclays Equity Analysts share the same thought, as they believe that BlackBerry 10 is going to give the company a boost; on the contrary, Morgan Stanley analysts think that RIM’s next smartphone device is unlikely to save it from its worries.

Additionally, other reports foresee a delay in launching the BlackBerry 10 which is seen as the company’s last hope for survival. Jefferies & Co. analyst Peter Misek, predicts a March 2013 launch, as opposed to the initial prediction of February 2013, which also marks the company’s closure of the current fiscal year.

Nonetheless, Research In Motion Limited (NASDAQ:RIMM) (TSE:RIM) can borrow some few ideas from another smartphone maker, now a dominant force in the market, Apple Inc. (NASDAQ:AAPL), as it successfully managed to turnaround into what it is today, following difficult periods, just like the Canadian-based BlackBerry maker.

Indeed, Research In Motion Limited (NASDAQ:RIMM) (TSE:RIM) has only two options, to go the Apple Inc. (NASDAQ:AAPL) way and save itself or close shop, altogether, writes Scott, on Mobile Bloom.

On a positive note, RIM does seem to be following in Apple’s footsteps, if the latest survey on investment in Research and Development (R&D) is taken into account. The company has allocated 8.5% of its revenue to R&D, which indicates a commitment to product development and innovation. While this figure may not directly qualify as huge compared to Apple’s Allocation of about 2.2% of revenues, the margin itself suggests that there are no plans to close shop.

The company reported improved results for the most recent quarter, but this was not as significant with regard to its financial difficulties. The company’s earnings beat analysts estimates, as revenues grew by 2% for its Fiscal second quarter.

If Research In Motion Limited (NASDAQ:RIMM) (TSE:RIM) is to turnaround, just like Apple did, then its has to strike, big with BlackBerry 10, and according to some leaked artisto spec sheet, the device shows a major improvement from its predecessor BlackBerry 7, as covered in one of our earlier articles.

Heins believes that the game changer, BBB10 will different in many aspects though he does point out that there is still a mountain to climb before the product can be unveiled to the market. He believes that the market will be excited to receive the new commodity with the new OS, but according to one of our articles, this may not trigger the kind of response the blackberry maker expects.

The timing for the launch may not be perfect, as compared to what Apple Inc. (NASDAQ:AAPL), Nokia Corporation (NYSE:NOK), and Google Inc (NASDAQ:GOOG)’s Motorola Mobility, among other did; which is perfect timing for the Holiday season. Notwithstanding this may yet play to RIM’s advantage as its launch could be the only one within the industry.

However, the bottom line is, Apple Inc. (NASDAQ:AAPL) did it, can RIM do likewise? It’s not an easy task, and the BlackBerry maker will also have to make sure that the media is on its side, if indeed it is to maneuver a recovery somehow.

Leave a Comment