It seems that the hype and hysteria that surrounded the Blackberry Z10 launch in the UK was not to be mirrored here in the US after all. Rather than the bang so many of us had been hoping for, the BlackBerry carrying the fate of the whole company on its slender shoulders has landed with a rather disappointing plop.
And of course, this is something that hasn’t escaped the attention of investors and analyst who are once again voicing the kind if concerns for BlackBerry’s future the Z10 was supposed to quash once and for all.
In rather stark contrast to new-generation iPhone launches and top-tier Android Smartphones, reporters across the US spoke of the BlackBerry Z10 release date triggering no queues outside stores, no real signs of celebration on the part of the retailers and little to no additional promotional material or signage to herald the arrival of the company’s most crucial product in its history.
And as if that wasn’t bad enough, there are also dozens of reports of retailers deliberately shunning the Z10, not giving staff any specific training on how to use or sell the thing and various existing lines being promoted with far more vigor than the new BlackBerry.
Over in the UK however things were rather different and despite not quite hitting the blistering highs Mr Heins spoke of, the Z10 certainly struck a chord and proved a hit. Momentum has of course died down since January though and retailers on the other side of the pond are preparing to refocus their efforts behind the next wave of new-generation handsets like the Samsung Galaxy S4.
All in all, it really isn’t looking quite as rosy a future for the BlackBerry Z10…or BlackBerry as a whole…as we’d come to expect. Maybe it would have been a better idea to launch in the UK and the US at the same time so as to avoid the Z10 becoming old news before it even arrived.
And as for the QWERTY keyboard Q10 – if it takes much longer to launch than it already has, chances are most will have forgotten about it entirely and jumped ship for good.