The last time a BlackBerry launch was so important, the Storm turned out to be a drizzle

The last time a BlackBerry launch was so important, the Storm turned out to be a drizzle
The year was 2008 and the Apple iPhone was an AT&T exclusive. Verizon customers were demanding a phone with the same capabilities as Apple's smartphone, but all Verizon could offer them was the LG Voyager, a feature-rich handset that was not a smartphone and not the "iPhone killer" that it had been proclaimed to be. Meanwhile, at RIM HQ in Canada, the co-CEO's still considered the iPhone to be a fad, something that enterprise-centric RIM would have nothing to do with. Jim Balsillie, one of the two top executives at RIM, held on to his belief that typing on a touchscreen would never replace the kind of physical keyboards BlackBerry was famous for. "As nice as the Apple iPhone is, it poses a real challenge to its users. Try typing a web key on a touchscreen on an Apple iPhone, that's a real challenge. You cannot see what you type." Meanwhile, the other CEO, Mike Lazaridis seems as though he was in denial when he stated, "The most exciting mobile trend is full Qwerty keyboards. I'm sorry, it really is. I'm not making this up."

Early 2008, rumors that a touchscreen Berry would launch on Verizon called the BlackBerry Thunder. This eventually became the BlackBerry Storm and while it would not have a physical QWERTY keyboard, it would have a technology called SurePress that was supposed to mimic the feel of pressing on a real button. Expectations were high and RIM produced a series of commercials with each one showing a little bit more of the screen than the prior one. Verizon customers were hoping that this device would be their iPhone and by the time the phone launched on November 21st, there really was excitement in the air.

Once launch date came, the excitement left fast. The phone came to market with half baked software, a buggy accelerometer, and a way over-hyped SurePress keyboard. RIM had overpromised and underdelivered. But the problem was the nonchalance attitude of the top executives at RIM. Still believing that touchscreen was a fad, they hadn't bothered to even include Wi-Fi on the Storm. Co-CEO Balsillie even told smartphone buyers to expect all phones to come out of the box with bugs.

We do not expect the same thing to take place now. RIM appears to have a focused and capable CEO on its hands in Thorsten Heins. BlackBerry 10 appears to be compeitive in every way, from what we can see so far. While the BlackBerry Storm experience might have left a bad taste in the mouths of many, the truth is that RIM had to go through it so it could come out the other side looking as it does now. The pressure is higher now than in was in 2008, with the whole survival of the company at stake. Let's just say that RIM survived that Storm and for now, is still around to tell the tale.

Related phones

Storm 9530
  • Display 3.2" 360 x 480 pixels
  • Camera 3.2 MP
  • Storage 1 GB
  • Battery 1400 mAh(5.50h talk time)
Z10
  • Display 4.2" 768 x 1280 pixels
  • Camera 8 MP / 2 MP front
  • Processor Qualcomm Snapdragon S4 Plus, Dual-core, 1500 MHz
  • Storage 16 GB + microSDXC
  • Battery 1800 mAh(10h 3G talk time)

FEATURED VIDEO

15 Comments

1. Mxyzptlk unregistered

I remember saying this a week ago. BB10 will no doubt mark the end of RIM.

2. e.wvu unregistered

Some analysis you are.

3. wendygarett unregistered

Because in 2008 people want iPhone and iPhone only, now the Apple hype is gone and people start to break out... Just like in 2011 that people want iPad and iPad only, now the android tablets are rising tho... Not to mention, some people started to pick playbook instead lol

14. loyals

Posts: 129; Member since: Nov 10, 2012

you are starting to make sense wendy

7. RaKithAPeiRiZ

Posts: 1488; Member since: Dec 29, 2011

why didn't you become a marketing analyst ?

9. InspectorGadget80 unregistered

Youre simply the worst hater & terrible troll on this site. How u know when bb hadnt launch yet

10. XPERIA-KNIGHT unregistered

this fool here lol............sigh.........i guess sometimes you need people like mxy around just for entertainment (slow and dreadful voice)

13. Sniggly

Posts: 7305; Member since: Dec 05, 2009

Not necessarily. I'm not holding out high hopes for Blackberry, but BB10 has potential as long as the feature set is there and it's not a buggy pile of s**t like the Storm was on arrival. Furthermore, Blackberry still has the richest email interface out of all of the smartphone platforms. I can see Enterprise customers welcoming Blackberry back, at least.

15. Mxyzptlk unregistered

Well I turned out to be right. BB10 did mark the end of RIM as they are now changing their name to Blackberry.

4. _Bone_

Posts: 2155; Member since: Oct 29, 2012

Didn't even know it is introduced today, and that says more about RIM than about me sorry to say.

5. SkurtMcGurt

Posts: 21; Member since: Dec 18, 2012

This will not be another Storm launch...market share will be tough, but it won't completely flop. Looking forward to the announcement today

6. kaliil10

Posts: 146; Member since: May 16, 2012

Nokia Lumia tablets would be the best ever hardware tablets of all the time.

12. chaoticrazor

Posts: 2347; Member since: Aug 28, 2012

what does that have to do with this in any way? stick to the article

8. InspectorGadget80 unregistered

And it was only available on Verizon

11. speckledapple

Posts: 902; Member since: Sep 29, 2011

Thats funny because I had that phone. I think I still got one in the box in my closest. Ah, the days of what we thought an OS could or should do back in the day.

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at https://www.parsintl.com/phonearena or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit https://www.parsintl.com/ for samples and additional information.