BlackBerry launch lives up to the hype but will the handsets attract new customers?

In a series of simultaneous live events staged in New York, London, Dubai, Toronto, Paris and Johannesburg, RIM finally revealed its new BB10 operating system, not one but two new BlackBerry handsets, and announced that from Wednesday, the company was changing its name to BlackBerry.

Members of the media wait for Research in Motion (RIM) CEO Thorsten Heins to officially unveil the BlackBerry 10 mobile platform as well as two new devices January 30, 2013 at the New York City Launch at Pier 36.

As the company's CEO, Thorsten Heins, said: "From this point forward, RIM becomes BlackBerry. It is one brand. It is one promise."

And, based on the demonstrations that followed, the reimagined BlackBerry is promising a lot. The touchscreen Z10 handset boasts a 4.2-inch 356 ppi display, while the Q10, which features BlackBerry's famous solid QWERTY keyboard, has a 3.1-inch touch screen. And while in terms of looks, the handsets both compare favorably with anything Apple or Sony can offer, they both pack a host of features that are currently unavailable on the iPhone or anything that runs Android.

BlackBerry has removed the need for the home button in order to toggle back and forward between apps; the feature, which it calls Flow, also 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. Meanwhile its 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.

But maybe the feature that will help the company claw its way back into the market will be BlackBerry Balance which, via 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.

Other well-considered touches include a ‘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.

Whether or not these features will be enough to help the company return to its former glories is hard to say. In a YouGov poll carried out in January, 47 percent of respondents said that they were aware that BlackBerry was set to launch a new handset and operating system, but only 13 percent of those polled said that they would consider buying a BlackBerry smartphone.

Blackberry, formerly Research in Motion CEO Thorsten Heins, as officially unveils the BlackBerry 10 mobile platform as well as two new devices January 30, 2013 at the New York City Launch at Pier 36. BlackBerry launched its comeback effort Wednesday with a revamped platform and a pair of sleek new handsets, along with a company name change as part of a move to reinvent the smartphone maker. Canadian-based Research in Motion said it had changed its name to BlackBerry as it launched the BlackBerry 10, the new platform aimed at helping the firm regain traction in a market now dominated by rivals.

About the author

Writer: AFP Relax News
Position: News agency