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We are less than one month away from the highly anticipated launch of the BlackBerry PlayBook, Research in Motion’s first tablet computing device.  Because of what can only be described as a horrible job at marketing by RIM, what should be one of the coolest features of the PlayBook, BlackBerry Bridge, is viewed by most as one of it’s biggest shortcomings…

What is BlackBerry Bridge?

BlackBerry Bridge allows you to wirelessly connect your BlackBerry to your BlackBerry PlayBook.  Once this connection is made you get real time access to Email, calendar, address book, task list and BlackBerry Messenger.  When it comes to these specific BlackBerry applications, you can view the PlayBook almost like an extended monitor an input device while connected to your BlackBerry via BlackBerry Bridge as none of the data from these apps is ever stored on the PlayBook.  This is a really cool feature that IT Admins concerned about the security of data on corporate provisioned BlackBerry devices will appreciate.

Bad Marketing and PR

RIM’s poor marketing job, or, lack thereof, depending on your point of view, makes it seem as though BlackBerry Bridge and a BlackBerry are required for Email, calendar, address book, and tasks lists.  They are not…  RIM, however, hasn’t really definitively said whether or not native or OEM applications will come pre-loaded on the BlackBerry PlayBook which will allow for these basic functions that all tablets should have out of the box and offer up web based email as an alternative.

RIM really needed to be in front of this objection before it ever became one by ending the sentence where they explain what BlackBerry Bridge is with, “and, if you don’t have a BlackBerry apps for Email, calendar, address book, and tasks lists come pre-installed and you will have the ability to install 3rd party applications for these features as well.”

This is, of course, is not what Research in Motion has done and they have let a pretty cool feature become a big reason not to buy the PlayBook.  All Things D’s Walt Mossberg, who who moderated a panel discussion about new mobile device trends at the CTIA Wireless 2011 conference yesterday, was absolutely right when he said to RIM SVP of Business and Platform Marketing Jeff McDowell “So when I write my column, I can tell my audience not to bother if they aren’t huge blackberry users?â€�  If RIM actually thinks they are going to be able to sell a tablet that can’t do email or hold contact info out of the box unless you have a BlackBerry to tether it to, sadly, the company is even worse off than their hemorrhaging share in the smartphone market indicates.

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RIM Has Done A Horrible Job At Explaining What BlackBerry Bridge Is is a post from: RIMarkable, the Unofficial BlackBerry Weblog...

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