Connect with us

Hi, what are you looking for?

The American GeniusThe American Genius

Business News

BlackBerry’s vision of customer service’s future is bright

What does the future of customer service look like? Hint: it still involves people, retailers, and devices, but is streamlined, faster, and customized to each consumer.

BlackBerry forges ahead

We all know that Research In Motion (RIM), the creators or BlackBerry devices, are struggling – stocks are falling, they are no longer the media darlings, devices hitting the market right now are criticized for being less than visionary. Despite their challenges, BlackBerry envisions an amazing future filled with their devices in a way that automates life but doesn’t eliminate the need for human interaction.

[ba-youtubeflex videoid=”6TQtrXyeIhY”]

A jazzed up version of today’s technologies

Some have criticized this video for being unrealistic, but there are already existing technologies that do everything in the video, but with a more disjointed interface and functioning through various devices and apps rather than just a single device that handles all of the functions, and they all look the same.

In the video, RIM imagines [ba-highlight bg=”#DDDDDD” color=”#333333″]device integration[/ba-highlight], which is similar to how internet-connected Blu-ray players already behave. Point a device at a television and control it. You can even plug your iPhone or Android in to your HDTV, and even more amazing, there is already an app that turns any tv into a browser. Having all of your devices communicate already exists, although it remains disjointed.

Advertisement. Scroll to continue reading.

Also in the video, we see [ba-highlight bg=”#DDDDDD” color=”#333333″]mobile and social[/ba-highlight], which of course already exists. Most retail sites allow you to share content directly from the site, but the advantage RIM is pointing out in their device is that it could be tied to your device’s contacts rather than just your Facebook, or just your Twitter. Even companies like Bing are mixing in mobile and social, for example, as they have made search social, and even though that is only one aspect of a device’s use, the groundwork has been laid.

[ba-highlight bg=”#DDDDDD” color=”#333333″]Immediate customer response[/ba-highlight] is envisioned in the video, which exists today through a variety of web apps, website plug-ins, and e-commerce features, and at its most crude form is available through web chat on a standard website. [ba-highlight bg=”#DDDDDD” color=”#333333″]Retail management apps[/ba-highlight] and [ba-highlight bg=”#DDDDDD” color=”#333333″]supply chain management[/ba-highlight] tools already exist and have amazing analytics that are improving constantly, but RIM’s vision of how the user sees and interacts with the app is definitely above and beyond sexy. The goal here appears to be reducing many tasks down to a single click, which would definitely a plus.

In the cab, the woman is given her total electronically, pays by holding up her app, collaborates through chat and browser sharing, and her device knows she is on the way to the station and offers to sell her a ticket with one click. These are all current technologies, using GPS, geo-fencing, and mobile payment systems, some of which you can already use without pulling out a credit card, like TabbedOut, and collaboration tools as simple as Skype.

[ba-highlight bg=”#DDDDDD” color=”#333333″]Augmented reality[/ba-highlight] (AR) has existed for years, allowing people to hold up their phone and see messages and pop ups through their camera, typically showing where a business is or what its offers are. This technology is, however, getting a boost from companies like Google with their augmented reality glasses which is not the same vision RIM has of AR, but close.

[ba-highlight bg=”#DDDDDD” color=”#333333″]Point of sale[/ba-highlight] specials, and custom tailored offers are already done through loyalty program apps through phones, and the [ba-highlight bg=”#DDDDDD” color=”#333333″]connected home[/ba-highlight] is already here in many forms. Now, the one part of Minority Report that has not become a mainstream reality is walking into a store that recognizes your device, and begins communicating with you through a hologram. It’s coming though. We applaud RIM’s vision still including humans, rather than the idea that everything will be run by robots by 2020.

Advertisement. Scroll to continue reading.

Written By

Marti Trewe reports on business and technology news, chasing his passion for helping entrepreneurs and small businesses to stay well informed in the fast paced 140-character world. Marti rarely sleeps and thrives on reader news tips, especially about startups and big moves in leadership.



  1. Roland Estrada

    June 8, 2012 at 12:20 pm

    I started laughing out loud when I read the headline. I come not to bury Caesar, but to praise him – In reading the article I wasn’t quite sure if it was in praise of BlackBerry or just the fanciful vision the future they paint in the video. In any case, as “visionary” as the video is, I doubt that BlackBerry will be on the forefront of any of these technologies.
    We are five years into the touch screen revolution and BlackBerry has yet to produce a touch screen phone that anyone will buy. They also can’t seem to put out an OS that doesn’t feel like one is using DOS. Their new OS won’t be out until late this year and may be to little to late. Has the rotund lady started singing? No, not yet but she is on her way to the theatre. BlackBerry has been down before and might make it back this time but it will be a long hard slog.   

    • Yves Cuyugan

      June 8, 2012 at 7:32 pm

       @Roland EstradaRoland, let’s not forget the acquisitions of several companies made by RIM. These companies acquired by RIM knew RIM’s position in the smart phone market. The vision must’ve made sense for these companies for them to allow RIM to buy them. QNX, TAT, Paratek, etc… They all play major roles on what can/will happen down the road with these device integration.

      • Roland Estrada

        June 9, 2012 at 10:35 am

         @Yves Cuyugan Maybe. The jury is still out. Companies agree to be aquured mostly for money not someone elses grand vision. Usually, the talent within the acquired company will leave to do other things. RIM’s problem for the last five years has been the lack of vision and lack of execution. You can buy all the great tech in the world but if you have lousy management, forget it.
        Palm had an operating system with great potential when they were bought by HP. Problem, HP could not execute. If RIM can’t win hearts and minds later this year with their new operating system then the future looks bleak for them.  

  2. Roland Estrada

    June 13, 2012 at 5:35 pm

    I decided to circle back to this subject in light of two things – Apple’a developer conference being held this week and BlackBerry’s one trick pony announcement, the BlackBerry Music Gateway. I know, the one trick pony comment is a cheap shot, but it was served right over the plate, so I hit it. 
    The BlackBerry Music Gateway is already behind the curve. It costs fifty dollars and only does one thing, stream music. You can spend $100 on an Apple TV and stream music,  movies, videos, photos and play games  from an iPhone, iPod Touch or iPad. With the arrival of the new Mac OS this next month, you will also be able view your laptop display on your HDTV using Apple’s AirPlay. The Apple TV also lets you view Netflix, YouTube, Vimeo, MLB, NBA, NHL, and more. Apple of course is not alone. Vudu, Roku and others make great alternatives to Apple’s set top box, albeit without the ecosystem. 
    The point is that you can hire out to present a gorgeous gee-wiz video, but that doesn’t mean your company will be the company to bring these technologies to market. Given BlackBerry’s recent troubles and horrible leadership, they will be hard pressed to deliver on anything shown in the video to any great degree of success.
    The idea of a unified consumer experience complete with geo-fencing is outlined in Apple’s press release below. This will be available in iOS 6.
    Apple iOS 6 Passbook”The new Passbook app is the simplest way to get all your passes in one place, such as boarding passes and baseball tickets. Passbook lets you scan your iPhone or iPod touch to use a coupon, get into a concert or check into your hotel. Passbook automatically displays your passes on your Lock Screen based on a specific time or location, so when you walk into your favorite coffee shop your loyalty card appears and you can scan it to buy a coffee or check your balance. Passbook can even alert you to last minute gate changes or flight delays at the airport.”

  3. Roland Estrada

    June 13, 2012 at 7:29 pm

    I’ve found the perfect term for times I read dubious tech posts on real estate tech sites – Claim Chowder. I know I sometimes come off as a jerk on these posts. But you can’t just have a bunch of cheerleaders. 
    “There’s a term called Claim Chowder that was, as far as I can tell, coined by Daring Fireball’s John Gruber. It refers to when someone makes a prediction with an aura of certainty and knowledge that turns out to be horribly wrong.” Credit – The 401st Blow. 
    This is a great post on Claim Chowder.

  4. Roland Estrada

    June 29, 2012 at 2:29 pm

    Well, this doesn’t look good. 🙂 I know like Apple, that BlackBerry has it’s fanboys but I think it’s time look elsewhere at least for now. 

    • Yves Cuyugan

      June 29, 2012 at 7:35 pm

       @Roland Estrada 

    • Yves Cuyugan

      June 29, 2012 at 7:42 pm

       @Roland Estrada It’s rough and will only get rougher. I’m not going to say tides are going to turn for RIM either. All scenarios at this point diverts to a gloomy end. Yes i will admit that I am fan and been a user of RIM products since 2000 but as a fan, all i can do is hope for the better. I’m not a blind fanboy and when the time comes to throw the flag, i will gladly do so.

Leave a Reply

Your email address will not be published. Required fields are marked *


American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.



Opinion Editorials

It has become a running joke that AI can't create hands or feet, instead creating nightmare fuel. What's the real reason for this?

Business Entrepreneur

In theory, business owners know the value of customer service. But in reality, sometimes the bottom line tends to get more emphasis than the...

Tech News

(TECH NEWS) Chatbots have proven themselves to be equally problematic as they are helpful - is it time to let them go the way...

Business Entrepreneur

(ENTREPRENEUR) Growth hacks – they’re not the end all be all of tech startup success, but they’ve certainly give a major boost to those...

The American Genius is a strong news voice in the entrepreneur and tech world, offering meaningful, concise insight into emerging technologies, the digital economy, best practices, and a shifting business culture. We refuse to publish fluff, and our readers rely on us for inspiring action. Copyright © 2005-2022, The American Genius, LLC.