New BlackBerry OS 6.0 Targets Consumer Market

Research In Motion is working on BlackBerry OS 6.0 with features for consumers to better compete with rivals like Apple's iPhone. An analyst, noting that the majority of RIM's BlackBerrys are not using corporate servers, said superior mobile e-mail isn't enough any more. BlackBerry OS 6.0 will use the same browser technology as Apple and Android.

After announcing two new smartphones on Monday, Research In Motion said it is working on a new operating system that will be available as soon as the third quarter. The long-overdue OS could help the company compete more effectively against consumer-device makers like Apple.

The BlackBerry maker said version 6.0 of its operating system is designed to work with current models while addressing customer issues. That doesn't guarantee that BlackBerry OS 6.0 will work with older devices. But analysts see the upgrade as a vital move for RIM.

Avi Greengart, an analyst at Current Analysis, said one should not underestimate how important the new OS is to RIM's future. Although RIM is performing well on both BlackBerry sales and overall growth, the company has made those advances based on clear positioning of superior mobile e-mail.

"Being the best device for mobile e-mail isn't enough anymore, especially as RIM has moved more into the consumer market," Greengart said. "The vast majority of the new phones RIM sells are not hooked up to corporate servers. RIM's user experience has been exceptional for e-mail, but that's about as far as it goes."

A Familiar Experience

Mike Lazaridis, co-CEO at RIM, said the new operating system will be "very familiar to anyone who's used the BlackBerry." He added that the OS will work on touchscreen devices and traditional BlackBerry models alike. RIM is also planning to pre-install a App World link for BlackBerry applications on all handsets, and will add credit-card and carrier-billing options for purchases.

RIM has done a terrific job of expanding its brand into the consumer space, Greengart said, but if RIM is going to compete for consumers, the company needs better software. He said Apple and Android offer "vastly better web-browsing capabilities" and consistent 3G and Wi-Fi.

"RIM has announced a new line of phones this week, but the bigger challenge is on the software side. RIM has said they are going to be embracing the same underlying core browser technology that Apple and Google use," Greengart said. "So that is certainly welcome news and they are starting to show off a new user interface."

Updating the Browser

With consumers in mind, the new operating system will include a better web browser, as Greengart mentioned. Lazaridis offered details on the new browser in February. It will display web pages that look more like they appear on a PC. At that time, Lazaridis said the new browser would be worth the wait.

An OS 6.0 prototype leaked to the press offered a sneak peak of a home screen with wallpaper, a digital clock, large icons, and access to music, e-mail, web and other services. RIM will shortly offer offer more details about the new OS.