BlackBerry to launch ‘iPad killer’… really?

Despite the killer headlines, it seems unlikely that Blackberry’s new tablet device will come anywhere near to denting Apple’s leading market share, let alone diminish it completely.

News that the Blackberry manufacturer Research in Motion (RIM) is set to unveil a tablet-style computer (rumoured to be named BlackPad) at a developer’s conference in the US next week has seen many newspapers jumping on the ‘iPad rival’ bandwagon.

Yesterday, the Metro ran with a headline – “BlackBerry to launch ‘iPad killer’ the BlackPad?”; the Wall Street Journal (and the Telegraph) ran with a similar line – “BlackPad: Blackberry ‘to launch iPad rival'”, while TechEye.net suggests that “RIM plans to sell 2.5 million tablets”.

However, CrunchGear was less positive, to say the least – “Prediction: The RIM BlackPad will crash and burn just like the storm”.

Speaking to Newsline, Rhys McLachlan, head of broadcast implementation at Mediacom, agreed that it is no iPad rival.

“Blackberry has no legacy in this space – and it is not offering anything new or different,” he said.  “The iPad was out first and as such, it will continue to set the agenda.  It is interesting that Blackberry have chosen to launch the BlackPad at a similar time that Apple plans to launch the iPad midi and iPad 2.

“Everyone is trying to get a foothold in this space though… at the CES conference (consumer technology trade show), the emphasis was on tablet devices.  Samsung has its slate and other devices will be coming out all the time from now on, but they are all a derivative of Apple’s iPad.

“Google’s Android system may make a difference though – it has been very successful in the mobile space because it is available on various devices.

“RIM, on the other hand, have no familiar operating system, they plan to develop their own technology for the BlackPad, which again, is an interesting choice.  I would have thought that the majority of people will want what they know – basically Apple or Android.”

When asked whether there is a real demand for more iPad-style devices, given that Apple seems to have got it covered, McLachlan said: “There is definitely still a market for tablet devices, in fact there is a considerable appetite because of Apple, much more so than everyone anticipated.

“The key, for manufacturers, will be how to market other devices to consumers.  Everyone will be claiming there device is superior but really they’ll have to price promote to attract consumers (which Blackberry seems to have missed).”

However, McLachlan used the iPod as an example to show Apple’s hold on the market.  “Lots of MPG players were released in line with the iPod, some were even better, but people buy in to Apple, it’s about the brand and a perception that it is better.  For this reason, it’s difficult for other manufacturers to get in to this space… basically, they will have to offer cheaper devices.

“We’re going to see a huge amount of “iPad killer” headlines because everyone is trying to get the key Christmas share… but in terms of the BlackPad, it may struggle.  People outside the business world won’t even know what Blackberry is… and RIM is a foreign brand to most people.  They need to build affiliation with households to have a chance.”

Meanwhile, CrunchGear says the BlackPad “is going to flop in a monumental way”.  It even goes on to say that RIM has “no business making a consumer tablet”.  The Canadian business is, however, given credit for its position in the smartphone market – afterall, Blackberry has shown the world that you need email while you’re away from your desk.

However, like McLachlan, CrunchGear suggests that Blackberry’s focus on business users will prove to be detrimental to the BlackPad.   Blackberry offers the best email devices on the market but when it comes to the BlackPad, “all the extra add-ons and capabilities take second seat to email and that’s not going to fly in a consumer-originated tablet.  People are going to expect the BlackPad to be an iPad and they’re going to be disappointed,” it says.

Despite these issues, RIM is clearly hoping for more success.  TechEye says it is planning to sell 2.5 million tablets by Christmas.  By comparison, Apple sold 3.27 million iPads in its first quarter.

Rumours claim the BlackPad will offer WiFi but not 3G, a 7-inch touchscreen, Bluetooth and multiple cameras, as well as a new operating system built by QNX Software Systems.  It is expected to be priced at around $500.