Lower price? Check. A better OS? Check. Is the BlackBerry PlayBook poised for a comeback?
Has RIM finally figured out a winning tablet formula?
No one figured the BlackBerry PlayBook would be an iPad killer. Apple’s tablet has been so dominant since its debut that really only one tablet has been able to eke out more than a sliver of market share against it: the Amazon Kindle Fire. In Canada, however, the PlayBook appears to have secured the number two spot on the tablet charts (the Kindle Fire isn’t available here).
Toronto’s Solutions Research Group has pegged the PlayBook’s current share at around 15% — up from just 5% as recently as the fall of 2011. That’s a steep climb for RIM’s tablet in a relatively short amount of time. The big reason for the jump is RIM’s drastic price cuts, which saw the price of the 16GB PlayBook (and in some cases the 32GB model as well) drop all the way to $199. Hitting the sub-$200 sweet spot has proven to be a major difference maker for all non-iPad tablets, and clearly it’s working for the PlayBook.
So while the PlayBook hadn’t been selling well when we asked you “why?” back in September, it’s been enjoying brisk sales ever since. Is it possible that the PlayBook’s stock will continue to rise? This new-found popularity may not be sustainable even if it is a good-news story in terms of adoption: last year RIM racked up some $485M in losses on the PlayBook. That trend is clearly one RIM can’t afford to maintain.
But, assuming for the moment that RIM does maintain its current price points, they’ll have addressed one of the two biggest complaints about their tablet. The other? An OS that lacked several key built-in apps and an App World that was thin on compelling downloads.
There’s good news on both those fronts, too. By the end of the month – perhaps even as early as February 21st - RIM is expected to release PlayBook OS 2, which will address several shortcomings. It’s going to add native email, calendar, and contact apps. The update will also feature social networking integration and a slick remote control and presentation mode that works with bridged BlackBerry phones.
And App World is getting a shot in the arm, too. With the Android App Player set to debut in PlayBook OS 2, RIM has been pressing developers hard to get their Android Market apps submitted. They’ve gone so far as to offer up free PlayBook tablets in exchange for apps, and it seems to be working. When OS 2 arrives, App World should have plenty of great new apps for users to choose from.
The only other piece of the puzzle that’s still missing is mobile connectivity. That could be about to change, too, with Bell’s LTE marketing page showing off something that looks suspiciously like a PlayBook. A new model was recently leaked on a RIM product roadmap, too, so it’s all but certain that 3G/4G-ready hardware is coming.
With all those shortfalls addressed, could RIM actually be turning the PlayBook into a contender — or is it already too late?
[Source: The Globe and Mail]
Great blog post, Lee! The price drop was the reason we chose to purchase a BlackBerry PlayBook for our 14-year-old son last Christmas. He loves it – his only complaint has been, as you mentioned, the lack of apps.
hmm.
It sounds like RIM may be getting closer to doing it right. What I expect to see is punishment for non BB phone owners and them to double the price.
I hope I am wrong.
Getting closer? I think making it a little bigger would help even more.
I’m pro-RIM, but they still need to work on their planning and execution. It looks like quite a few users have had issues with the Desktop Software v7.0 update that RIM had to scramble to address (and not very well). They’d even already made the previous version unavailable to download from their site in case anyone ran into any issues.
Personally, I will not buy a Tablet because it is not big enough. Otherwise, price is ok and as for features…..who cares….what do you expect for under $200
RIM, want to be better than the iPad? Add flash memory slot and a regular USB port.
Want to beat the iPad? Add Android compatibility.
@ Paul…from what I have been reading some Android apps will run natively.
When can I use kobo to download books from the library.
You can use Kobo right now. If the app on your playbook doesn’t allow you to do so, then delete it and redownload. This is what I had to do to get mine to work properly.
Hi Monica, my wife uses her PB for all of her books and has been downloading from Kobo since we bought it 3 months ago.
I bought a Play Book because I wanted to support a Canadian company but am disappointed that I can’t download my library books onto it. It still has a longway to go.
I’m with RIM all the way! I’m trying to find out, though, whether I can download the new OS2 and all the updates to my Playbook, or if I have to buy a new tablet? Like, iPad 1 and iPad2? Hopefully I can get the ‘new’ Playbook by simply downloading everything. Doesn’t seem to say anywhere.
My question is, will there be an OS upgrade, or will they come out with a new Playbook. I just bought the 64G version not too long ago, and would hate to have to trash it to buy a new one. This is what Apple always does. They introduce an I Pad, then an I pad 2, and soon an I pad 3. Not many of us can afford to fork out $500-$600 every six months or so for a new tablet. So, RIM, if you are listening, the wise decision on your part would be to offer an upgrade to the OS2, even for a small fee. Sony seems to have this down pat with the PS 3. Updates and upgrades are done automatically whenever I turn my system on. It’s not always about coming out with a brand new product. There is nothing wrong with updating and improving the existing one.
they’re offering os2 for free, don’t you people read before posting these dumb comments? It’ll be pushed to ur playbook on the 21st
Sony can afford to update the PS3 because they make their money back on the games. Ditto for Microsoft and the Xbox.
RIM has already announced that current Playbook owners will get the new upgrade.
As for Apple, the iPad2 is a thinner, lighter revision to the first iPad with a more powerful processor. Apple also made the operating system for this device available to the original iPad devices.
I’m an I-phone user, my daughter is a Blackberry user, so I bought her a Playbook for Christmas and yes price was a factor. I am currently in the market for a tablet and have to say I like the size of the playbook over the ipad my biggest concern is that 90% of the apps I use are not available for the Blackberry.
It seems to me that if blackberry can convince the app makers to invest in them they should have no trouble getting their sales, provided the price point remains competitive.
I hope this actually happens! It’s a great system but needs some fine tuning. The price drop has definately bolstered sales but, what about those of us who purchased at the full price ($488.-May 2011). We have completed the surveys and hung in there waiting the improvements to come.
They should replace all the existing Playbooks with the upgraded model – what a piece of @#!t
Why would you replace an excellent physical product when it will be easily upgradable? The Playbook itself has been universally praised. The lack of Apps is its only current issue and this may go away on the 21st.
I purchased my playbook in December and I have not been disappointed. The size is what drew me to it, since it’s MUCH more portable than an iPad (several friends have commented on that fact), and while I’m looking forward to the update, I actually haven’t noticed the “lack of apps”- the ones that are available are pretty good, and frankly, I’d rather have a smaller number of good quality ones than a million of them where 90% of them are crappy.
I bought a 16 gig Playbook a couple of weeks ago with the hope of upgrading to OS 2 by the end of the month. I don’t need BBM or native email or the contact list for that matter, but an expanded app selection would be a bonus. The one thing I’m really hoping OS 2 gives me is the Overdrive app for the public library, but otherwise, I agree with Jackie’s comment above that I’d rather have a smaller number of quality apps than a ton of them where the majority are garbage. I’ve been using an iPod for two years now, and for the apps I use, I haven’t lost anything with the Playbook. I’ve actually gained with better sound and a wifi connection that doesn’t fall offline on a regular basis like the iPod does.
the overdrive app for os2 is already in the app store. you just need to wait for the 21st!
I do believe they are poised for a comeback. I have remained an advocate of RIM from the beginning. I believe their moves have been much better as of late, time is what is required to help them grow to the level of success we once were accustomed too seeing.
The Playbook will boost their growth and hopefully allow for them to acquire a decent market share to prove their worth. It is great they have meshed with Android App, upgraded native features, and better connectivity. Though they should also listen to the greater audience they have on here as well… Their form factor supports that of avid e-bookworms, so why not cater to getting OverDrive application onto the PlayBook. Produce not necessarily more games, but utilize the App development more by pushing the envelope on the type of games and applications that can run on the platform. Re-examining the upgradeability of the OS without comprimising customer loyalty.
I myself am currently now all-Mac. There are certain things I am annoyed with when it comes to Apple, but thats another story. I still do prefer BBM, I still prefer the BB phone designs, i still prefer keypad availability, and I do prefer choices in formfactor.
Just heed the call RIM and you should be okay. Focus on what you already know your customers need, instead of trying to compete and stay relevant with a company (Apple) who already is ahead with Systemized Product releases and innovative market captivity. Yesterday… Gamers, Movie/Photo buffs, Personal Assistants, Readers, etc. They even are now capturing Authours. RIM, get back into producing a Utility Product and less on trying to beat others out. I still believe.
Cant wait to see the latest BB! (london?)
Now that Rim is introducing A Playbook 2 I would like to think that people
like me who bought a playbook at $500 =16 gig and stayed with them
I would be able to down an update so that I would still be up market
with my playbook and use any apps that come along with the mark 2 playbook
and not go down the same road like so many I PAD users
[...] Playbook Review BlackBerry PlayBook discounts, updates make it a contender | Sync Probably already been posted,so dont shoot the messenger. Liked by [...]
I bought the Playbook to replace my PDA and will be happy to see the new OS but for now I am using the device as a medical file to bring with me when I see my doctor as I can scan my medical records into it as PDF file
Now if only there was a method to password protect the device.
[...] BlackBerry PlayBook discounts, updates make it a contender | Sync [...]
Love my Playbook. Size & functionality is great and looking forward to the OS 2 release.