Research In Motion (RIM), facing challenges from rivals as both governments for their growth and their market niche in a secured e-mail, is preparing for a long battle where it can come out defeated in a land that does not stop changing.
The BlackBerry smartphone used to be regarded as the paradigm of enterprise communications secure.
But the company’s market share in North America has shrunk as some customers began to relax their security specifications and allow their workers to adopt rival devices like the Apple iPhone or mobile phone powered by Google Android operating system.
And the new BlackBerry Torch, the model equipped with touch screen launched by RIM as a possible rival to the iPhone, was received with little enthusiasm.
RIM launched the Torch with unusual fanfare this month, trying to reinvigorate its message along to consumers amid a reduction in the distinctions between the communication devices used for work and for leisure.
But the release did not attract noisy even a fraction of the enthusiasm generated by Apple’s release, and nobody waited hours in line to purchase the product in the stores of the brand – in fact, RIM does not operate its own stores.
The Torch, which combines the popular RIM’s keyboard with a touch screen, more advanced, and an updated operating system, can slowly gaining ground, and catch up to competitors instead of overcoming them.
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