Overnight Research In Motion (RIM) has managed to regain some of its competitive edge showing signs it could be a serious player in the battle for mobile search and services. RIM's BlackBerry devices suddenly seem to have become the most popular kid on the block with major players such as Google and Microsoft now vying for some mobile screen real estate on the BlackBerry's OS.
How did BlackBerry find itself in this enviable position? The answer is, on mobile devices the mobile service provider that gets their tools embedded in the phone's software have the advantage. (Remember Microsoft's advantage of having the browser baked into Windows?)
Things heated up for RIM when it announced earlier this week a new strategy to tackle the consumer market which included the product launch of the BlackBerry Pearl 8220 flip phone along with a host of "lifestyle apps" and services designed to bring BlackBerry devices closer in feature parity with Apple's iPhone. These lifestyle apps, announced by RIM's co-CEO Jim Balsillie on Thursday (see above), consist of a host of new integrated applications customized for BlackBerry devices.
Here is a breakdown of who's courting RIM with what:
First off there is Microsoft courting of BlackBerry users with its mobile search offering Live Search. The search feature will become the default search engine for BlackBerry devices offering basic search features along with contextual search results inside BlackBerry Maps steering you to restaurants and movie theaters and show times.
Microsoft revealed back in May that Windows Live Messenger and Windows Live Hotmail will make their way onto Blackberry devices as well.
Tivo is offering BlackBerry users the ability to schedule recordings remotely with a new app announced this week. And in the future Tivo says you'll even be able to view recorded Tivo programming on your BlackBerry.
Ticketmaster announced a dedicated app that allows you to browse, search, and purchase tickets on-the-go.
Music Web-caster Slacker will allow free streaming of music over the BlackBerry using a specialized BlackBerry app.
MySpace joins Facebook on BlackBerrys. A new customized MySpace app links in real time your MySpace status and mood. The app also optimizes the BlackBerry's camera making it easy to post pictures taken with your BlackBerry to your MySpace page.
In related news Google announced this week a complete set of software apps for connecting to the search giant's cloud services. In Google Mobile Apps package for Blackberry, available only for those who are willing to take the extra steps to download and install, offers BlackBerry users specialized BlackBerry app that gives fast access to Google search, search history, and offers query suggestions.
What's all the fuss about?
As PC World has previously highlighted, there is a lot at stake in the mobile space. In 2007 the mobile advertising market will be worth $450 million, according to market research firm Frost & Sullivan. That's a lot considering only 15 percent of mobile phone users have browsed the Web using their cell phone, according to JupiterResearch. Analysts expect mobile search and surfing to become even more popular in the years ahead.
