On BlackBerry's All-or-Nothing Play

John Gruber sums it up nicely:

I would love to see BlackBerry pull this out. (And I even like calling the company BlackBerry instead of "RIM".) But if Windows Phone has failed to get traction after starting two years ago, how will BlackBerry 10 get traction starting now?


Selling to their old customers who've left for iPhone or Android isn't enough. They need new first-time smartphone buyers. Good luck.

Exactly. BlackBerry can only wrestle with Microsoft for third place — a distant third at that.