The world has at long last welcomed the brand-new BlackBerry Z10 Smartphone with its shiny new OS, while the BlackBerry Q10 is just a matter of weeks away. However, as strong a start as the new BlackBerry 10 campaign may have enjoyed, analysts are once again pointing out that the real testing times for the company as a whole are yet to come – Apple and Android rivals are not about to take BlackBerry’s counterattack lying down.
Changing the name of the company from RIM to BlackBerry, it became clear in a heartbeat that Thorsten Heins’ focus for the present and the future is and will be 100% BlackBerry 10 and making a name for the once-great Canadian brand. The two devices in the form of the BlackBerry Z10 and Q10 are undoubtedly aimed at two very different though equally important markets, translating as every potential to swallow up hugely important market share all over the world.
The trouble is however RIM’s success in the early days came about not only because the company produced some revolutionary technology – which it did – but also the fact that there wasn’t really any competition out there to worry about. As of now, the new BlackBerry not only has to face a campaign of reputation rebuilding, but also convince the world that the BlackBerry Z10 and Q10 Smartphones are superior to the likes of the as-yet unannounced iPhone 6, Samsung Galaxy S4 and 2013’s other front-runners.
We’ve already seen from the likes of the Nokia Lumia range and the Windows Phone OS that having all of the ingredients on paper doesn’t always add up to a success story in terms of the final outcome. As such, while optimism remains on the high side and it’s hard not to really vie for the company once known as RIM, there’s a big difference between hoping the brand will succeed and actually buying a BlackBerry Z10 or Q10.
As yourself…are you seriously giving it even the slightest of second thoughts?