“Apple has launched its new iPhone decisively into BlackBerry’s business market, by improving security, e-mail and allowing third-party software to run on its platform. But this is not a challenge Research in Motion, maker of BlackBerry, is going to take lightly. Its most consumer-friendly phone yet, the Bold, could launch next week, while a multimillion dollar marketing campaign, ‘Life on BlackBerry,’ sees it make a more determined push beyond its corporate core,” Tim Bradshaw and Rob Minto reports for The Financial Times.
MacDailyNews Take: Besides blowing multimillions of dollars on marketing, here’s what RIM will be doing in the near future:
• Pretending that antique technology wrapped in an iPhone-like exterior is innovation
• Talking up physical keyboards over touchscreen keyboards until they finally produce a device with a rudimentary touchscreen keyboard to tout
• Like every other mobile device company and non-iPhone carrier, totally ignore and never mention Multi-Touch™, especially vs. their single-touch-screen offerings
• Trying to keep their central email server online up in Canada
• Watching their market share lead erode dramatically
Bradshaw and Minto continue, “Apple has set a target of selling 10m iPhone 3G devices worldwide, which could be tough in a weakening consumer environment.”
MacDailyNews Take: Apple will easily sell significantly more than a mere 10 million iPhone units in 2008. iCal us. (Note: the actual goal is 10 million iPhones – original model and iPhone 3G – sold in 2008, not “10m iPhone 3G devices” as Bradshaw and Minto incorrectly report.)
Bradshaw and Minto continue, “Richard Windsor, analyst at Nomura, said BlackBerry’s attempt to crack the consumer market has ‘not been particularly competitive… The Apple experience on their device is second to none. Rim has a lot of work to do to catch up’ in scaling up its manufacturing and distribution capability as well as design, he added.”
Bradshaw and Minto report, “Nokia’s senior vice-president of devices, Søren Petersen, has been scathing about BlackBerry’s consumer push. ‘Selling to women is about more than making it pink,’ he told the FT in June, referring to a colourful edition of the BlackBerry Pearl, its device that’s most like a regular phone. But he also dismissed the iPhone’s security and business features as ‘not worthy of discussion.'”
“Andrew Brown, analyst at Strategy Analytics, thinks Nokia has failed to capitalise. ‘Apple is in a good position to slaughter the lot of them because they’ve kept it pretty simple and accessible,'” Bradshaw and Minto report. “Steve Jobs, Apple chief executive, has claimed Apple made $30m (£15m) from 60m downloads in the first month that the iPhone was available.”
More in the full article here.
As usual, Nokia sounds bitter, defensive, and scared, as well they should be. And, RIM simply does not have the chops to compete effectively with Apple, so they will try to make their inferior hardware look like iPhones, couple it with their totally outclassed software, and hope to market their way to an ignorant, nonsustaining user base. Note to RIM et al.: Those who are unable to distinguish between a real iPhone and a pretend one are much more likely to have far less disposable income than those who can.