What is BlackBerry
What is BlackBerry?
The most exceedingly common observation about the Torch is that it’s very much still a BlackBerry. Despite the gloss-speckled new BlackBerry 6 software, despite the retro-quirky slider anatomy, it’s a BlackBerry. Well, what is a BlackBerry?
BlackBerry, in the beginning, was a glorified two-way pager. It’s slowly evolved from that decade-old core into what it is today. Like Microsoft Office, a lot of people might use it at home, but it’s mostly designed for its corporate base. What BlackBerry tends to be good at, and what BlackBerry users love about them clearly exposes those corporate-tinged roots: well-designed hardware keyboards, push email (routed through RIM’s servers), BlackBerry Messenger (a robust, addictive BlackBerry-to-BlackBerry instant messaging service), communications security and encryption (see: Obama, Saudi Arabia, UAE). What it’s not been good at: basically everything else. I mean, if you want to highlight the philosophical difference between RIM and say, Apple, consider that RIM CEO Mike Lazaridis brags about how carriers love BlackBerrys because they conserve bandwidth, while Apple told AT&T to screw itself when the carrier suggested making the YouTube app less awesome for users by eating less data.
When you see that for the first time since 2007 BlackBerry is not the top-selling smartphone platform in the US, RIM’s looming problem seems a lot loomier. The Torch and BlackBerry 6 are RIM’s effort to avoid the same kind of fate Windows Mobile suffered by ignoring regular people and leaning too much on corporate IT departments to keep them in business, especially when Apple and Google are making inroads into the workplace.
That’s a lot of context to swallow, but understanding the DNA and RIM’s incipient existential angst is the only way to understand the Torch: It’s like Two Face, but even less focused. Is BlackBerry 6 a touchscreen OS? A trackpad and keyboard OS? Mostly for business users? Regular people? It’s not quite sure, and the results can be pretty messy. The psychological split is real, and its imprint dominates nearly every aspect of the phone. FWIW, I’m looking at the phone purely from the role of a consumer—if your boss or IT department is handing you the phone, it’s not like you’ve got a choice anyway. Just thank them for giving you this one.
