Wednesday, October 8, 2008

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RIM BlackBerry Storm Rains On The iPhone’s Parade

Research in Motion (RIM), in a joint announcement with Verizon Wireless and Vodafone, took the wraps off the widely expected, first-ever touchscreen BlackBerry. Just don't try and buy one yet.

The new device is called “Storm,” and it’s aimed squarely against Apple’s iPhone, both to counter iPhone encroachments in the enterprise market and to grab a piece of the high-end consumer market.

At first blush, RIM neatly has out-maneuvered Apple and Apple’s U.S. partner AT&T with a set of features that blend all of the enterprise features of the BlackBerry with all of the iPhone’s consumer-style features, including a huge touchscreen with full multimedia support and, of course, stereo Bluetooth and a multi-megapixel (3.2 MP) camera. Oh, and a microSD card, the lack of which iPhone users constantly bewail. As many as 16 Gb cards are supported, matching the internal-only memory of the more expensive version of the iPhone 3G.

Also solved has been the worldwide roaming problem, a major bugaboo for Verizon in the enterprise market because its network is CDMA but the majority of the world is GSM, including that of Vodafone, which owns 40 percent of Verizon Wireless and is its international roaming partner. The solution is simple: The Storm supports both CDMA and GSM along with the 3G wireless broadband technologies used by both Verizon and Vodafone. In sum, it will support 3G EV-DO Rev. A/CDMA technology, 2100 MHz UMTS/HSPA and quad-band EDGE/GPRS/GSM. Curiously, the version sold by Vodafone won’t have the CDMA support.

But the big deal, visible instantly, is the big touchscreen. That shows up instantly with use of the Safari Web browser, which works either in the horizontal or vertical position. First impressions based on pictures and demos (but not hands-on yet) are that it is superior to the iPhone screen. Also obvious is the fact that document viewing is going to be better with the big LCD screen than on other BlackBerrys. JPEG, Adobe PDF, Microsoft Word, Microsoft Excel and Microsoft PowerPoint files also are supported.

And that touchscreen is mounted on springs, creating what is claimed to be the first touchscreen with a tactile feel – RIM calls it “clickable” – similar to the itty bitty keys of the traditional BlackBerrys. That contrasts to the “flat” feel of the iPhone when its screen is used as a keyboard for, perhaps, e-mail. Storm has no keyboard, a first for RIM. Elimination of the keyboard is what made the big screen possible. Of course, that may mean an end to the fabled “BlackBerry position,” the stance favored by CrackBerry addicts as they peck away at the little keys.

The key to BlackBerry popularity in the enterprise market isn’t just the device. All of the company’s enterprise services are supported: BlackBerry Internet Service, BlackBerry Unite!, BlackBerry Professional Software and BlackBerry Enterprise Server support. The Storm also has a built-in GPS receiver linked to support for Google Maps but without the need to download Google ads (take that, Android!). It also features software that synchronizes calendar, address book, tasks and memos between the smartphone and desktop.

The one big unknown remains the price, which RIM and its carrier partners said only “will be announced in the coming weeks.” The commercial rollout schedule, too, was hazy, described only “later this fall.”

Needless to say, RIM, Verizon and Vodafone executives waxed enthusiastic. “The BlackBerry Storm is a revolutionary touchscreen smartphone that meets both the communications and multimedia needs of customers, and solves the longstanding problem associated with typing on traditional touchscreens,” says RIM President and co-CEO Mike Lazaridis. “Consumers and business customers alike will appreciate this unique combination of a large and vibrant screen with a truly tactile touch interface.”

Added Verizon Wireless Vice President and CMO Mike Lanman, “The BlackBerry Storm offers our customers more ways to stay connected to both their personal and professional lives – whether in their communities or around the globe.”

Finally, “with its unique clickable touchscreen, giving access to all the desirable multimedia features and services such as browsing, music and video, turn-by-turn satellite navigation, messaging and social networking, and BlackBerry’s mobile heritage and strong business reputation, the BlackBerry Storm is being brought by Vodafone into the consumer world,” says Vodafone Group Global CMO Frank H. Rovekamp.