In a move to “pull a Apple”, Research in Motion (RIM) announced that it is acquiring The Astonishing Tribe (TAT). RIM has been known for its robust and sturdy smartphones, but not for the Apple-like gorgeous user interfaces. Threatened by iPhone’s dominance, RIM is trying everything to reverse the slide of Blackberry’s position in smartphone market.
The Astonishing Tribe is a Swedish company that is known for its innovative user interface designs for a variety of industries including mobile and automotive industries. In its website The Astonishing Tribe says that
We create the best performing, most astonishingly beautiful user interfaces for any screen and any device. We do this using awesome design, optimized technology, and constant experimentation with emerging technologies and paradigms.
TAT has a long history of working with mobile and embedded technology. We designed for the first mobile phone color screen, and over the years we’ve learned the makings of a great UI, from a design, technology, and usability perspective.
The Astonishing Tribe’s user interface framework is extremely successful and found in close to half a billion devices and in more than 200 unique models. In addition, its user interface powers 20% of all touch phones and 15% of all mobile phones shipped in 2010.
Announcing the acquisition news, the Astonishing Tribe said it is happy to join the bigger tribe and
we’re taking a huge leap towards our vision to help create a full user experience for a great line of devices and products.