Will RIM Regain Its Market Share With Its PlayBook OS 2.0?

PlayBook OS 2.0 feature

RIM promulgated to release its PlayBook OS 2.0 at CES this year. And finally, RIM launched its awaited PlayBook OS 2.0 for its PlayBook Tablet on Feb 21 this week. The latest OS includes number of features such as native email, enhanced browser and Android applications support. It’s not easy for the company’s new CEO “Thorsten Heins” to turn whole things around. The company’s PlayBook Tablet failed to lure folks. However, reduction in the price of the Tablets little more succeeded to attract some folks worldwide. Future of the company is currently on the stake of its latest OS.

The new OS has added some other features than its previous OS like native mail, editing and sharing documents, new launcher and more. The company has made a little change in its launcher such as quick launcher toolbar and users’ ability to create subfolders for applications.  The arrival of message application would be different in the latest OS—the company uses RIM’s own proprietary messaging protocols. The enterprise device management tool BlackBerry Mobile Fusion will provide encrypted enterprise mail channel to device owners. In addition to these, the company has upgraded lots of other things like built-in documents—which will support the latest PowerPoint, Excel formats and Word. Also, a redesigned RIM’s App World Store will support Android application—definitely a good hearsay for PlayBook users. Recently, the company announced free Playbook Tablets for Android developers for repackaging its Android apps for Playbook platform.


Besides of adding a huge numbers of advanced features in the latest OS, the company will still have to face stiff resistances in order to attract folks. It’s well known, “the success of the predecessors paves bright future for successor”, and that’s why, the failure of its previous PlayBook lineup has made a heavy pressure on successive lineup.  This time, the company is trying to woo large majority of enterprises.  The users are currently more likely to own Tablets like Apple’s iPad, Kindle Fire, Nook, and Samsung Galaxy Tab rather than PlayBook. The decline in the share price and the company’s total value in Q4 last year have compelled investors to move out from the cavity of the company.  The latest OS launched, which is still lacking a native support for BlackBerry Messenger and BlackBerry Enterprise Server. RIM has still less numbers of apps—negligible in compare to Apple app store and Android Market.

Apple’s awaited iPad 3 is yet to come with high resolutions screen display and high speed processor. In addition to this, low-price Kindle Fire and Nook Tablets are also going to be launched later this year. Google has also planned to launch its revolutionary Tablet at the nominal price with optimum features. It’s not easy for the company to regain its market share with launching its new PlayBook OS 2.0.

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