Veteran smart phone provider RIM has an opportunity to step up and lead the mobile industry, even in the face of increasing competition from Apple and Google, according to analysis from the Gerson Lehrman Group.
In order to take the reins, GLGroup says RIM has to invest new business avenues, including mobile payment, mobile advertising and revamping the BlackBerry App Store.
RIM is currently involved in several projects, including the development new an iPad-like tablet, overhauling its maligned User Interface, and retooling its OS, all of which are big moves that constitute “a reinvention,” according to GLGroup, yet aren’t quite enough to put the company back on top.
RIM needs to move faster to capitalize on the aforementioned emerging market opportunities in services and applications, while delivering reliable devices to consumers and enterprises. And on the mobile payment front, GLGroup says RIM needs to consider offering NFC services in addition to its recent collaboration with Paypal to sell digital goods on its App Store.
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