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CNET Top 5: Things BlackBerry MUST Do!

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CNET Top 5: Things BlackBerry MUST Do!

3:27 /

2012 is the make-or-break year for the BlackBerry; here's how to make it the former.

Nowhere do legendary brands arise...and depart...like in the tech world. �Go big or go home�? That was invented here. And go home means go home and turn the lights off. So how does Research in Motion avoid sitting in the dark? I�m Brian Cooley with the Top 5 things Blackberry must do in 2012 to stay relevant. #5 Ignite developer support. You gotta get devs excited. Welcome whatever app they write, even if its stupid. Assign an army to support them. Give them great tools. Feed them. Whatever it takes, but users increasingly see a phone as the apps it runs and a lot of them don�t even know BlackBerry�s have apps. #4 Get BB 10 out the door. The next BB OS will be based on QNX which is a serious OS - we�ve seen it on the PlayBook and it smokes. But BB 10 was recently bumped to second half of 2012. That means iPhone 5 and 378 new Android phones will have come out by then, sporting relentlessly updated software. BB may be forgotten by then. #3 Whittle down the product line. We basically need a Curve for the cheapskates...A Bold for Bob Business...and something cool for the rest of us which you don�t make yet. And anything with a 4 digit number as part of its model name is a red flag that the engineers are still making the product people their bitch. #2 Get your message clear. With iOS and Android the established momentum leaders, you have to drop back and narrow your focus to cut through their noise. Email, security and keyboard used to be it. But horizons have broadened and all that�s now just a feature set, not a company. IT departments are increasingly letting us use our iPhone or Android to connect to company resources so the vaunted BB back end needs to take its place alongside a broader set of goodies.. Before we get to #1, someone needs to get to Thorsten Heins and give him meth. The new CEO of RIM too calmly explains that RIM just needs a nip & tuck here & there. That�s like saying Keith Richards looks pretty good, just needs a little powder. We need some frenetic urgency up in Waterloo. #1 Sell lust. RIM should have made Hannibal Lecter CEO. He had it right when he said �We cover what we see, Clarice.� Much consumer lust for smartphones still starts with the actual phone, even before the OS, apps and carrier support come to mind. There has to be something shiny & cool the rest of the industry hasn�t thought of. No, you can�t hire Jonathan Ive away from Apple...but maybe you can kidnap him? For a full list of 10 things RIM needs to do in 2012, check our Maggie�s piece at CNET News http://news.cnet.com/8301-30686_3-57364084-266/ten-things-rims-new- ceo-must-do-right-away/?tag=mncol;topStories I�m B.C., thanks for watching.

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