Blackberry has launched not only their new phones but a new operating system (OS) called blackberry 10. Blackberry took the decision to build new blackberries on top of the QNX platform as early as 2010 so has the decision paid off?
Firstly there is not merely a new phone and system but a name change as well. Research in Motion or RIM has been renamed as blackberry bringing the corporate branding in line with the more famous product.
The Z10 offers a full touch screen while the Q10 maintains blackberries legendary QWERTY keyboard. The Z10’s screen size is mid-sized by 2013 standards but offers better screen resolutions than the IPhone and a zippy processor that can compete with the best. It also features an eight megapixel camera at the back and two megapixel camera at the front. This is blackberries first “official” smart phone in the sense, that BB finally has a phone that can compete in as far as phone features. What made the blackberry so popular in the past was the really powerful email service that put email in your pocket and this remains an emphasis with the blackberry 10. The transition from QWERTY keyboard to touch screen has been flawless by Blackberry offering the best touch screen keyboard and predictive text in the game at the moment. This all sounds great right?
But there’s a BUT! With blackberry being this late into the game they needed no only to get everything right but introduce something astoundingly new and innovative. The blackberry 10 is solid offering an interactive user experience and their phones get the job done but so do Windows and the Nokia Lumia. It’s also concerning that big developers like Facebook and Dropbox didn’t think the BB10 was worth their time. Blackberry ended up having to make the apps themselves. In terms of the South African market where Blackberry has continued to grow the apparent discontinuation of BIS which has made Blackberry so popular amongst cheap South Africans will take away Blackberries biggest advantage in the smart phone market in Africa.
Since the introduction of the IPhone (the phone that BB said was not a game changer and apps don’t matter) and more than 250 million IPhones later Blackberry has lost its market share. Sadly though they have delivered a phone with the best touch screen keyboard and that’s not enough to steal back the lost sheep from Samsung and Apple. This phone will appeal to the brand loyalist (who will go down with the sinking ship) but not to the IPhone and Android junkies for ‘the rats are jumping ship’ and the end of blackberry is nigh. My predication, 2013 brings with it the end of blackberry.