你没有办法用转移焦点的方法来治疗一个慢性病患，不过，看来Research In Motion (RIM) 正试图利用推出BlackBerry PlayBook 平板电脑(Tablet PC)来转移问题。这款平板电脑并没有抓住消费者，而现在，已经有一些分析报告建议RIM应该考虑减少 PlayBook 的产量，或是干脆停产。
据报导， RIM 否认将停产 PlayBook ，不过这在电子制造业司空见惯，很少有公司会愿意在做出最终决策前就揭露商业机密。很有可能 RIM 仍在评估 PlayBook 的下一步策略，但至今尚未有确切结论。但在此同时， RIM 面对着许多挑战，最主要的问题，是从智能手机时代开始，就面临的来自苹果(Apple)公司的激烈竞争。这个问题至今仍然存在──来自竞争对手的产品削弱了 RIM 的竞争力，让这家公司身陷泥淖。
RIM 对于 iPad 需求呈爆炸性成长的响应和许多其它公司一样，企业对竞争对手的反应其实就像膝反射一样自然，许多公司都只是追逐苹果的创新设计和新产品引进策略，而不是推出自有的、可赢得市场的独特计划。就如同其它企业，如己终止 TouchPad 平板电脑业务的惠普(HP)， PlayBook 也是一个失败的案例；截至今年8月27日的第二季财务报告显示，该产品的出货量从前一季的50万部下跌到了20万部。
为了判断在平板电脑市场的未来性，RIM的高层必须诚实地回答以下问题：RIM能在平板电脑市场保有竞争力吗？何种价格点才能让PlayBook得以继续在市场上竞争？这款产品本身是否具备能与Acer、Amazon、Apple、Motorola Mobility以及其它对手竞争的能力？RIM是否有足够的财力支撑在平板电脑市场的长期发展？
另外，还有一个主要问题，即RIM是否真的必须进军平板电脑市场，以维持其获利并持续获得关注呢？在我看来，这是RIM的高层必须回答的问题。这个问题的答案，将决定是否应该继续回答上述的其它问题。
一直到苹果重新点燃市场对平板电脑的兴趣，业界才有几家OEM业者开始将这项产品视为其未来发展的重点。RIM并不是一个竞争者，我也不认为这家公司在苹果掀起平板热潮之前就考虑进入这个市场。
我也不认为平板电脑市场是 RIM 未来发展的必要产品。 RIM 现在需要的，是设法停止不断流失的智能手机市占率；重拾在企业传讯(enterprise messaging)领域的领导地位，在这些市场， RIM 仍然拥有强大的基础。同时，最重要的一点，是中止有关该公司可能灭亡的传言。尽管RIM的处境就像是早有秃鹰环伺在侧，但这家公司必须清楚表态，他们离覆亡之日尚远。
未来， RIM 仍可凭借着在 BlackBerry 智能手机(黑莓机)方面的丰富经验再度进军平板电脑市场，但现在， PlayBook 的竞争力不足，而且这项产品还会让该公司负担目前不应该再支付的财务和营运成本。
黑莓机是 RIM 的最大获利来源，它的销售量仍然庞大──尽管毛利下跌──但据该公司第二季财报，黑莓机下季的预计出货量仍将比Q2成长27%~37%。已经处于困境的 RIM ，实在不应该再为 PlayBook 费神了。
编译： Joy Teng
本文授权编译自EE Times，版权所有，谢绝转载
参考英文原文：RIM Needs to Dump the PlayBook，by Bolaji Ojo, Editor in Chief
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RIM Needs to Dump the PlayBook
Bolaji Ojo, Editor in Chief
You cannot cure a chronic illness by diverting the patient's attention to a different issue, but that precisely was what Research In Motion Ltd. (RIM) (Nasdaq: RIMM; Toronto: RIM) tried to do with the BlackBerry PlayBook tablet PC. The device didn't catch on with consumers, and there are now reports the company may be considering ratcheting down production or even killing off the PlayBook. (See: Has RIM Bailed on the BlackBerry PlayBook?.)
RIM has reportedly denied it will terminate production of the PlayBook, but such denials are typical in the manufacturing world; few companies want corporate secrets revealed before a formal announcement. It's also possible RIM is still reviewing what it should do with the PlayBook and that no substantive decision has been taken. While the challenges facing RIM are numerous, its main problem is the harsh competitive climate it ran into when companies like Apple Inc. (Nasdaq: AAPL) began encroaching on its smartphone turf. That problem hasn't gone away, and a weakened RIM distracted with another device is a company in severe jeopardy.
RIM's response to the explosion in demand for the iPad was, in many ways, similar to the kneejerk reaction seen at its rivals, many of which are chasing Apple's innovative design and new product introduction strategies, rather than coming up with their own unique, market-winning plans. Similar to the experience of other companies, including Hewlett-Packard Co. (NYSE: HPQ), which has terminated production of its TouchPad tablet PC, the PlayBook was a flop; shipments sank to 200,000 units in the fiscal second quarter ended August 27 from 500,000 units in the previous quarter.
In order to determine its future in the tablet PC market, RIM's management must honestly answer the following questions. Can RIM be competitive in the tablet PC market? What's the price point that would make the Playbook competitive? Is the product itself viable against competing devices from Acer, Amazon, Apple, Motorola Mobility, and a host of other rivals? Does RIM have the financial resources to commit itself to a long, drawn-out war for market share in the sector?
I left one additional critical question out of the above list and would like to pose this separately because it is the subject of this blog: Does RIM need to be in the tablet PC market to remain a viable, profitable, and ongoing concern? In my opinion, this is the most important query RIM's management should answer urgently. The answer to this question will decide whether answering the other questions is even necessary.
Until Apple reignited interest in tablet PCs, few OEMs considered the sector important to their futures. RIM was not a contender, and I don't believe the company even considered entering the sector until Apple began making waves there. Its half-hearted response has resulted in more losses and negative press than if it had stayed out.
I don't believe the tablet PC market is essential to RIM's future. What RIM needs right now is to stop the erosion of its market share in the smartphone market; reclaim some leadership in enterprise messaging, where it still has a strong and loyal base (and a widely acknowledged technology edge); and, importantly, put an end to talks of its potential demise. The vultures are gathering around RIM, and the company must demonstrate clearly that talks of its death are premature.
RIM can still enter the tablet PC market in the future with a well thought-out offering that complements its primary BlackBerry smartphone, but right now, the PlayBook isn't up to the competition, and the efforts involve financial and operational costs the company shouldn't be paying.
The BlackBerry smartphone is RIM's bread and butter. It continues to sell in huge volume -- although margins are suffering -- and shipment is estimated to grow between 27 percent and 37 percent over Q2 shipments, according to the statement announcing fiscal second quarter results. The PlayBook is a distraction a company already in distress does not need.
