Goodbye RIM, Hello BlackBerry
RIM rebrands itself as BlackBerry and reveals a new operating scheme and two new smartphones. Take a nearer gaze at the company's last hope of retrieving wireless glory.
The company formerly known as study In shift commenced a redesigned operating system, two all-new smartphones and a "reinvented" company on January 30, and it assessed the event by renaming itself after its merchandise: BlackBerry. The new operating system, BlackBerry 10, and the new apparatus, the BlackBerry Z10 and Q10 (seen overhead, presented by BlackBerry leader and CEO, Thorsten Heins), are what analysts and commerce watchers are calling the company's last, best wish of reviving a once-dominant mobile business.
Delayed by more than a year, BlackBerry 10 promises buyers an intuitive, gesture-driven navigational know-how and a wealthy assortment of content including melodies, video and apps from the BlackBerry World ecosystem. The inquiry is whether buyers will take to the new BlackBerry 10 smartphones even as business bring-your-own-device principles are boosting freedom of alternative. The new telephones won't be available to U.S. customers until March or April, counting on the form.
The key highlights of the functioning scheme encompass a BlackBerry Hub that aggregates communication modes encompassing email, communal systems and BlackBerry Messenger texting. Messenger adds a Video brief talk characteristic akin to Apple's Facetime characteristic but that furthermore encompasses a screen-sharing mode, so users can share their mobile interfaces with other ones during a gathering. BlackBerry is undertaking more than 70,000 apps as well as video from eight foremost studios and music from "all" premier record marks at launch.
The BlackBerry Z10 is apparently designed to appeal would-be iPhone or Android buyers. It's a fully touch-screen controlled form with a 4.2-inch, 1280 x 768 screen with 356 pixels per inch. The life of the removable batter is 10 hours of talk time and 305 hours on standby. BlackBerry announced February accessibility in Canada at $149 with a three-year agreement. AT&T, Sprint, T-Mobile and Verizon will all offer the Z10 in the U.S., likely in March, and Verizon has said it will ascribe $200 with a two-year contract.
The Q10 is a hybrid model with a 3.1-inch, 720 x 720 pixel screen and physical QWERTY keyboard aimed at traditional BlackBerry users. It will be available in the U.S. in April. charge was not disclosed.
For the corporate realm, where RIM has its deepest support, the BlackBerry Enterprise Service 10 (BES 10), released January 24, consigns state-of-the-art security upgrades and a new BlackBerry Balance characteristic that segregates business and individual content on worker apparatus. Balance lets administrators command content and apps on the business edge of the teletelephone while letting users sustain command and have privacy inside a personal space. If an worker components ways with a company, admins can wipe business content and apps without deleting individual content. BES 10 furthermore permits administrators organise Android and iOS devices from the identical console -- a capability RIM first delivered in last year's BlackBerry Fusion issue.
The company's trials with BlackBerry 10 are huge. The business still has a huge base of some 80 million users, but its share of new smartphone sales dropped to just 4.6% in 2012, according to IDC. At first gaze, the new apparatus offer solid specs and a couple of innovative characteristics, but RIM has two major forces employed afresh it, according to Jan Dawson, head telecoms analyst at Ovum. "Companies are no longer buying the majority of smartphones sold today, and individuals overwhelmingly select apparatus other than BlackBerries when they make buying decisions," Dawson said in a research note.
Take a nearer gaze at the BlackBerry Z10 and the Q10 and the new characteristics of the BlackBerry 10 functioning scheme in this slideshow.