Will BlackBerry 10 handsets attract new customers?
Beamed live in a series of simultaneous events staged in New York, London, Dubai, Toronto, Paris and Johannesburg, the Canadian company finally revealed its new BB10 operating system, with two new BlackBerry handsets. The touchscreen Z10 handset boasts a 4.2-inch 356ppi display, while the Q10, which features BlackBerry’s famous solid QWERTY keyboard, has a 3.1-inch touch screen. BlackBerry has removed the home button in order to toggle back and forward between apps. A feature it calls Flow allows users to move between different types of content, displaying groups of apps or active files together, running in real time on a single screen. The Hub feature groups together different alerts, or, in ‘People’ mode, groups together contacts on a single screen along with their social media activity and any upcoming calendar events that involve them. In my opinion, the BlackBerry Balance is the most attractive feature of them all.
Through a single swipe, switches the handset from a personal phone to a business phone. Aimed to take full advantage of the growing trend of Bring Your Own Device to work, the handsets use encryption to keep all work and leisure-related content completely separate. I was also amazed by the swipe to delete function when typing an email and a novel camera function that takes a number of fast photos of the same subject and overlays them as one image to create the optimum photo. I was still in school when RIM launched its first BlackBerry back in 1999 and it immediately became the best way for executives to stay in touch with their clients in their offices. Fourteen years down the line, BlackBerry is lagging behind in the race for market share with latest report showing that it has a 3.4 percent globally, down from 20 percent in 2009. I do think the new BlackBerry 10 phones will compete with iPhone and devices using Google’s Android technology, both of which have soared above the BlackBerry in a competitive market because the devices boast fast browsers, new features, smart cameras and, unlike previous BlackBerry models, enter the market primed with a large application library, including services such as Skype. I am not sure whether or not these features will be enough to help the BlackBerry return to its former glories but for the first time since the launch of iPhone in 2007, I will become a proud owner of BlackBerry starting next week.