Research in Motion (RIM) is attempting to still complete in the smartphone and tablet market by focusing on software development. Reuters reported that RIM has posted a job announcement on LinkedIn looking for a developer with experience building apps for iPhones and iPads. RIM also announced plans to give developers a prototype BlackBerry 10 so they may develop apps for upcoming smartphones that will run on a modified version of the company’s software for the PlayBook.
The device, the BlackBerry 10 Dev Alpha, will be made available to developers attending the company’s annual conference in May. The device does not contain the final hardware or operating system (OS). RIM says it will make the BlackBerry 10 Dev Alpha available to developers so they may start the development process. The device will use a different operating system from the legacy version.
Developers Likely to Remain IndifferentA recent survey published for mobile developers, indicated that approximately 16 percent of developers were “very interested” in creating apps for BlackBerry. That low figure comes as no surprise as RIM struggles to regain market share from its disappointing PlayBook and delayed upgrades for BlackBerry.
Concluding ThoughtsRIM’s moves could seem confusing for developers. Its latest code allows people to run Android apps. Publicly putting the information out there that the company seeks someone with an Apple background shows some mixed messages. We all know the vast differences in how Google and Apple approach source code.
The announcement that RIM will release a prototype to developers seems to indicate that RIM is closer to releasing its new handset. RIM says the product it will market to consumers will vastly differ from what it provides to developers.
What does this all mean? RIM needs to figure out how to offer and market competitive products with more apps. However, it remains unclear if RIM know its current audience, or the consumers they wish to reach.
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