What BlackBerry 6's Consumer Focus Means For Business

BlackBerry 6 is Research In Motion's recently overhauled operating system. It became available on August 12, when the BlackBerry 9800 Torch went on sale at AT&T stores.

When RIM introduced the new platform in front of a large gathering of New York tech reporters, the company focused keenly on consumers. In fact, all the video demonstrations shown at the event were of normal people using BlackBerry 6 in their everyday lives. What happened to the powerful executive, the busy sales professional, the traveling field technician? Did RIM forget about them? Not entirely.

RIM used some interesting language to describe BlackBerry 6. The one that stuck in everyone's head is "fresh but familiar." RIM wanted the user interface to be different, but still easily understood by seasoned BlackBerry veterans.

"RIM was too cautious and left too much the same," said Current Analysis' Avi Greengart. "BlackBerry 6 is not a radical break." That's both good and bad. BlackBerry 6 has improved the browsing experience, added more integrated social networking features, and improved media handling. Fundamentally, however, BlackBerry 6 offers the same user interface with a more consumer friendly home screen.

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