Analysis: Can BlackBerry 10 save the BlackBerry PlayBook?

TORONTO – Perhaps a successful venture into the tablet market just wasn’t in the cards for Research In Motion.

From the time the Waterloo, Ont. based company announced the BlackBerry PlayBook, RIM’s answer to Apple’s already popular iPad, in September 2010 the reaction was underwhelming.

Some analysts called the BlackBerry tablet an “incomplete product,” saying that RIM rushed the PlayBook to market, while consumers showed their disdain with a lack of lineups at retailers and ultimately disappointing sales and a sharp drop in net income.

But as RIM gears up to launch their latest operating system this week, the one-time Canadian tech darling may have presented themselves with an opportunity to re-launch the PlayBook tablet with its updated operating system.

But can the BlackBerry 10 operating system breathe new life into the failed PlayBook?

“RIM has not given a lot of details, but did confirm a BlackBerry 10 OS update for its 7-inch PlayBook following its smartphone launch,” said Global News tech expert Steve Makris.

The QNX operating system, known for its speed and performance, has been used in the space station and in millions of car control panels worldwide.

The PlayBook’s OS was highly criticized upon the device’s initial release for being buggy and for the lack of an email or calendar application. RIM released an update to the PlayBook’s OS in February 2012, which included web browser enhancements, an email and calendar app and an updated version of BlackBerry Bridge – but some analysts were still unhappy.

RBC Capital Markets analyst Mike Abramsky said the software update was in line with expectations but lacked at least a couple of important features, including backwards compatibility with BlackBerry Enterprise Server.

But after announcing an update to its BlackBerry Enterprise Server last week, RIM included an update for the PlayBook called BlackBerry Balance.

The feature allows users to keep work data and personal data separate on BlackBerry 10 and PlayBook devices – adding to BlackBerry 10’s idea of keeping work apps and data separate from personal apps and data.

“With BlackBerry Balance, consumers don’t have to fear they’ll be bombarded with work-related messages when they use the Hub on personal time,” read a review of the feature by Readwrite mobile.

“Other than Apple’s ‘Do Not Disturb’ feature on iOS, there are very few features I’ve seen on mobile operating systems that do anything to assuage the pains of the perpetually connected consumer. It’s great to see RIM leading here, and I hope to see other companies follow with their own innovative features.”

But if RIM plays its cards right and incorporates enough of the BlackBerry 10 technology into the PlayBook’s update, it could become a viable tool in re-branding the BlackBerry experience.

“I would like to see BlackBerry 10 apps work on the updated PlayBook – keeping it around as a viable secure business companion to the BlackBerry 10. Folks should be able to buy a PlayBook and take in a good BlackBerry experience,” said Makris.