Research in Motion released another sneak peak of BlackBerry 6, the upcoming mobile operating system. The UI and marketing material aren’t what I’m used to seeing from RIM and I wonder if it will resonate with its core business users.
The first video, released at WES 2010, looks like it was produced by HP”s consumer ad agency. Like several of HP’s promos, the BlackBerry 6 video is set to the music of the Black Eyed Peas. Like the HP commercials, you never see the face of the actors and the focus is on their hands touching the UI. To be honest, the first time I watched the video it was hard to focus on the UI because the actress/dancer’s cleavage is emphasized more than any single smartphone feature. Again, borrowing from HP ads, RIM gives a nod to Beats by Dre Headphones.
The second video, released yesterday, is much more subdued and actually explains what’s being shown on the screen. As Carter from Notebooks.com already pointed out, the features RIM is pushing are:
- Universal search
- An enhanced media interface
- Social feeds
- An updated BlackBerry Messenger
- Simultaneous posting to social networking sites
- A richer web browser powered by WebKit
- Ability to add specific contacts to the home screen for easy access
- Context-sensitive pop-up menus
As you can see in the videos, there’s a lot more emphasis on multimedia and social networking than business productivity, but that’s not necessarily a bad thing. I know a lot of people that say they ‘have to’ use a Blackberry for work and carry iPhones for entertainment and personal use.