It’s no surprise that the BlackBerry Bold 9780 is the next logical evolutionary step, rather than a complete makeover that will propel it into the same league as the iPhone and Android. RIM has a loyal core of customers whose bond with the brand goes beyond the obvious business benefits. And devices like the Bold 9780 are certainly part of that bond. From a geek’s perspective, a new generation of gadgets should emerge to a new generation of users. Radical, rebellious, with no sense of history and no respect for authorities. In the world of business, every new generation of gadgets has to make generations of users feel at home.
There’s no moral dilemma for BlackBerry in this. They know trying to introduce new features and UI tweaks with each new generation involves substantial risk for some of the changes to backfire. But they haven’t given up on the Torch and the Storm, have they? Though it’s obviously much easier to stick to a tested recipe and only add stuff that’s been proved to work.
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