Earlier today, Research In Motion took the stage at their BlackBerry Jam dev conference, and showcased BlackBerry 10. It's the newest version of their BlackBerry OS, but unlike every version before it, it's completely different. It's a whole new look to the BlackBerry name, and it signifies a change that's been absolutely necessary for the company for quite some time now.
Everything is eventual, if given the opportunity, so here we are on the cusp of 2013, and a brand new BlackBerry operating system.
But, it's still not here yet, and the BlackBerry fans out there weren't given much today to get excited about. Basically, we just saw a lot of what we've already seen. As it stands right now, and if I'm gauging my Twitter feed correctly here, there's still not much to get excited about. Sure, RIM is changing, but we honestly can't tell if RIM is going to make a bit of a difference with what they've got coming down the pipe.
(There were new features shown, like the BlackBerry Hub (a unified inbox), and how to set up an alarm and get your phone ready for bed. (Yes, really.))
While the main stage was being used to show off BlackBerry 10, I basically reserved any thoughts on the subject for later this year. Maybe even until next year. Why? Because I feel like that's what I have to do. If I honestly wanted to compare BlackBerry 10 *right now* against the competition, I'd just say it's close, but not close enough.
But I wasn't going to compare it to what's out there now, or what we know is coming. And then RIM released something else, something not so much tuned towards the BlackBerry 10 platform itself, but more towards . . . Developers? Maybe? I'm not really sure who it's aimed at, but it's completely ridiculous and pointless.
I'm talking about a music video. A homemade music video that RIM executives created. With Alec Saunders, VP of Developer Relations, at the front of the "band," they change the lyrics to REO Speedwagon's "Keep On Loving You," and make a pitch towards developers about how RIM, is, well, going to keep on loving them.
It's a ridiculous, corny, and completely pointless video. I have absolutely no idea why they created it, or why anyone would think it's a good idea. Sure, corny is good sometimes, but in RIM's particular shaky situation, and with BlackBerry 10 not making any significant waves in the ocean of interest, it's just enough to make you shake your head and sigh.
I get that RIM is changing. That's a good thing. I can even understand that some executives wanted to have a bit of fun. That makes sense, too. But, this is the point where RIM, everyone within the company that can make any kind of difference, needs to have their heads down and creating the best software *and* hardware possible.
I'm not saying they shouldn't have fun in the workplace. That'd be ridiculous. That's not really the point, anyway. The point is the video exists at all. There's just no reason for it, and it serves no purpose. It's silly, and not in a good way. Telling developers that you are still going to love them, but this video doesn't actually make me believe it's going to change anything about the future of the BlackBerry operating system.
Does a homemade music video help me to believe in RIM, which is still the underdog to this day? No, not in the slightest. In fact, I think it was a giant waste of time. Hopefully it doesn't mean the same fate for BlackBerry 10.