To say that BlackBerry's had it tough these past few years would be putting it mildly, if not too delicately for a company emerging from a period of willful ignorance. The Waterloo-based outfit, formerly known as Research in Motion, played an embarrassing game of catch-up in the mobile space it once dominated. An uphill rehabilitation that saw it acquire QNX to build a new operating system, release a half-baked tablet, rebrand as BlackBerry in search of a new identity and, tellingly, hire Alicia Keys as a creative figurehead.
And none of it mattered -- not even the forced infusion of Ms. Keys' questionable zeitgeist-y influence. The BlackBerry of today has so far failed to resurrect sufficient interest in its fledgling mobile platform and devices, leading to the ouster of former CEO Thorsten Heins, the very recent installation of John Chen and a redoubled focus on the enterprise set that once was core to the company's business. So why does the company still seem to be engaged in an internal tug-of-war over its identity? I had a chance to speak with Gary Klassen, longtime BlackBerry employee and principal architect, here at SXSW in the hopes he could shed some light on what the Blackberry of today stands for and where it's going.
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