6
This content is rated TV-MA, and is for viewers 18 years or older. Are you of age?
Sorry, you are not old enough to view this content.

CNET Top 5: Things BlackBerry MUST Do!

About Video Transcript

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.

New releases

The CNET bloopers of 2014
4:20 December 22, 2014
Another year is almost over, so it's time for another round of seeing CNET editors trying their best and making us laugh at the same...
Play video
Denon AVR-S500BT receiver offers much for little
1:39 December 22, 2014
While the AVR-S500BT is one of Denon's least expensive receivers its features line up is surprisingly generous, and movie and music...
Play video
Outrageous style for new Nissan Murano
5:01 December 22, 2014
The new Nissan Murano may take its looks to the extreme, but we found it a very comfortable and accommodating driver.
Play video
Smarter driver: Are older drivers less dangerous?
1:40 December 22, 2014
Conventional wisdom holds that elderly drivers are more dangerous. But Brian Cooley tells you why that may not be the case.
Play video
Car Tech 101: MPGe explained
2:59 December 22, 2014
Brian Cooley drills down on the new metric for rating MPG in cars like the BMW i8, Nissan Leaf and Chevy Volt.
Play video
On the road: 2014 BMW i8
5:37 December 22, 2014
With its sculptured skin, gullwing doors and plugin-in hybrid drivetrain, BMW looks to the future with its new i8.
Play video
Tracking Santa with help from Microsoft, Google
2:55 December 22, 2014
Bridget Carey highlights Santa-tracking tools for Christmas Eve, how you can browse department-store window displays on Google Maps,...
Play video
Top 5: Car Tech of 2015
3:25 December 22, 2014
Brian Cooley offers up his top five car technology trends to watch in 2015. Are fuel cell cars on the list? Find out.
Play video