At long last, Research in Motion (RIM) on January 30 launched its new mobile platform, BlackBerry 10, kicking off a series of events around the globe. The company is also changing its name to BlackBerry. With this move, RIM (now BlackBerry) is taking advantage of its legendary brand.
The new BlackBerry 10 will be available on two new smartphone models: the BlackBerry Z10, a full touch screen device, and BlackBerry Q10, a mixed touch and keyboard device.
Besides adding such common smartphone features as Web browsing and social-networking integration capabilities, BlackBerry 10 will have 70,000 applications available from the get go, including Skype, Amazon Kindle, and others. Improved customer experience features include BlackBerry Flow, BlackBerry’s navigation tool, and BlackBerry Hub, the centralized repository for all communications and content (e-mail, text, social media interaction, etc.)
The main BlackBerry strategy is to keep focusing on what it does best—offer a platform for the workplace, while enabling users to separate their personal and work environments with a feature called BlackBerry Balance.
It is not certain how the market will react to the BlackBerry 10 platform, but it will add interest to the mobile market mix, especially in the business sector where BlackBerry maintains very loyal groups of users.
You can check out the video, “The Blackberry Experience,” for additional information. What do you think?