The highly-anticipated BlackBerry PlayBook is officially available for the first time in SA this week.
In a partnership between Research In Motion (RIM) and Vodacom, the PlayBook is now available from participating stores nationwide.
The device runs on a QNX operating system (OS) called the BlackBerry Tablet OS. The PlayBook has a 1GHz dual-core processor that enables it to run the multi-threaded and multitasking OS, HD multimedia, out-of-the box enterprise support, together with support for Flash, HTML5.
With 1GB RAM, seven-inch display, a 3MP front-facing camera, as well as a 5MP rear lens, the PlayBook is capable of 1080p HD video and comes with a built-in HDMI port for big screen viewing. It also features multi-touch and accelerometer capabilities.
Regional director for Southern Africa at RIM Craige Fleischer says the company is excited to finally bring the tablet to the local market.
Fleisher remains confident the PlayBook will do well in SA, despite widespread criticism of the tablet on its release. “There is already a very strong BlackBerry user base in the country, and I think they will respond very favourably to the PlayBook.”
According to Fleischer, the PlayBook has been doing “extremely well” in markets beyond the US, such as Australia. Fleischer says RIM will look to recreate that market success in SA.
“We're pleased to bring South African customers an innovative and truly portable tablet, which delivers uncompromised performance and a fantastic mobile experience for both consumers and business users.
“With its exceptional multimedia and Web functionality, as well as its support for true multitasking, this is the tablet that discerning users have been waiting for,” says Fleischer.
Price points
Vodacom will offer the three WiFi PlayBook models, with 16GB, 32GB or 64GB of memory storage. The 16GB PlayBook will be available for R5 699, the 32GB for R6 499 and the 64GB for R7 499.
The PlayBook may well have a difficult time competing with the extremely popular Apple iPads. The 16GB PlayBook costs more than the iPad 2 equivalent, which retails for R4 399. The 3G-enabled iPad 2 16GB model is also fractionally cheaper than the PlayBook, at R5 599. The other 3G iPad 2 models are just R100 more expensive than the PlayBook equivalents.
The PlayBook is reportedly more competitively priced in other markets in order to compete directly with the Apple tablets.
Local advantage?
BlackBerry is the dominant smartphone brand in SA, and its growing brand momentum could provide the necessary selling point of the PlayBook locally, due to the tethering of BlackBerry phones to the tablet.
BlackBerry Bridge allows a PlayBook user to access content that lives natively on their BlackBerry phone. Using a secure Bluetooth connection, the user is able to interact with content on the tablet, while keeping it running securely on BlackBerry - including BlackBerry Messenger services.
“We're calling the PlayBook the first professional tablet for people that want to get things done,” says RIM.
“Many other tablets are very consumption-oriented, while the PlayBook can be used to create content and allow users to access e-mail within the enterprise. It can also serve as a companion device so that business people don't need to carry a laptop to remain productive.”
Following the disappointing initial launch of the PlayBook, RIM lowered its near-term financial outlook due to product delays, and company shares dropped as a result. This year has been a difficult one for RIM, as its competitors have steadily chipped away at its smartphone market share and the company reported bleak financial results for the first quarter.
The company has lost 58% of its stock value this year, and this month announced it was cutting 10% of its global workforce to cut costs, while also reorganising its upper management.
Corporate potential
Upon the release of the PlayBook earlier this year, RIM was slammed for rushing the device to market in an unfinished state. Reviewers heavily criticised the PlayBook for its over-dependence on BlackBerry phones - not having its own e-mail or calendar functions. Despite its flaws, the tablet has been widely praised for its multitasking and multimedia-richness.
Analyst and MD of World Wide Worx Arthur Goldstuck says the negative coverage the PlayBook has received will “most certainly” affect its performance in the local market.
“Its appeal is also limited due to the extent it needs to be tethered to a BlackBerry smartphone. Consumers want a tablet to be able to function independently of other devices, so the popularity of BlackBerry smartphones is not necessarily a selling point for the PlayBook itself.”
Goldstuck does, however, believe the PlayBook's strength will lie in its corporate appeal.
“The BlackBerry security model is already popular and the PlayBook instantly integrates into the same hierarchy. For this reason, IP administrators will like the PlayBook.”
Goldstuck adds that he has already heard of local companies opting to adopt the PlayBook.
Positive evolution
Goldstuck says RIM's partnership with Vodacom for the release of the PlayBook is limiting to some extent, especially in the contract market. “Vodacom and MTN are essentially neck-and-neck in terms of contract subscribers, so this deal does take away half of the potential market for the device.
“Vodacom does, however, have a substantial corporate user base, so if RIM had to pick one service provider, they've probably made the right choice.”
Goldstuck is positive about the device itself. “I must say that after playing around with a number of tablets on offer, the PlayBook definitely has the most solid feel and best screen of all seven-inch tablets.
“The PlayBook software is also being continually improved, which is positive considering that the device's only real limitations are in the software. One can see it constantly improving and evolving, and in the near future it will be able to provide a native e-mail system which will be a big plus.”
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