Commenting on the BlackBerry launch event, in which the manufacturer revealed two new smartphones and a new operation system called BB10, Ernest Doku, telecoms expert at Uswitch.com, says: “Today BlackBerry is betting everything on its all-new operating system – and it’s an incredibly bold move.
“Just as bold is BlackBerry ditching its old ‘RIM’ name – as well as its iconic keyboard – in its flagship Z10 device.
“Convincing users to fall in love with a BlackBerry that lacks that familiar physical keypad could be an uphill struggle, which is why the phone maker has hedged its bets and launched the Q10 too.
“Tales of widespread BBM outages and lacklustre sales have undoubtedly tarnished the brand in recent years. Blackberry now appears to be banking heavily on regaining the trust of the faithful – both current and lapsed – as well as courting new smartphone users.
“By offering a robust suite of multimedia features and 70,000 apps upon launch it’s abundantly clear that BlackBerry is taking steps to ensure that it’s no longer stereotyped as a stuffy, business-only device.
“Today BlackBerry has successfully unveiled striking new look devices and a powerful OS to support them. But a great phone simply isn’t enough in today’s competitive mobile market, and the fuel to stoke BlackBerry’s fire will undoubtedly be the wider array of services.
“Confirmation of a revamped BBM complete with video calls as well as a bustling ecosystem of apps, music and movies is heartening in that regard.
“With Apple dominating the premium market and a flood of strong Samsung phones cleaning up in the mid-range sector, aggressive pay monthly pricing will surely be needed to turn heads, and ultimately make or break the Z10.”
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