When Research In Motion Ltd. Chief Executive Officer Thorsten Heins unveiled a prototype of the new BlackBerry 10 phone yesterday, it lacked a feature that has kept legions of users loyal to the platform: a physical keyboard. At the BlackBerry World expo in Orlando, Florida, he showed off a sleek touch-screen device that more closely resembled an iPhone or Android smartphone than the keypad-equipped BlackBerrys of old. While RIM still plans to produce models with keyboards, the demonstration was the biggest signal yet that the company was shifting to a touch-screen world. RIM, which is counting on its redesigned BlackBerry 10 lineup to reverse a sales slump, faces a quandary. Smartphone users have embraced virtual keyboards, evidenced by Apple Inc. and Google Inc. accounting for more than 80 percent of the market. Even so, taking away RIM’s physical keypad removes a feature that distinguishes it from the competition. “Some will lament it, but others will embrace it,” said Nigel Hughes, a vice president in charge of sales at Ashburn, Virginia-based SteelCloud Inc., which builds BlackBerry- compatible security software and hardware for customers such as the Department of Defense. “It’s a recognition that the future is without a keyboard.” The iPhone’s debut in 2007, followed by Android devices a year later, showed that users were willing to embrace phones without a keyboard. While RIM made a foray into the touch-screen market in 2008 with the BlackBerry Storm, most of its lineup kept the keypads. The Storm was criticized for buggy software and was outsold by the BlackBerry Curve and Bold models, which both feature keyboards.
Head to Head: Scrapping the physical keyboard from the initial BlackBerry 10 device will put it in closer competition with the iPhone and Android models, such as the Samsung Galaxy S. That could be tough for RIM, said Stephen Beck, a managing partner at the technology consulting firm CG42 LLC in Wilton, Connecticut. “If you’re forcing a migration to non-keyboard, you’re going to get people asking, ‘What’s the best of breed of those devices?’” Beck said. “Given the momentum of iPhone and Android, that’s going to be a tough argument for RIM to win.”
