Blackberry have been loosing their grip on the market for some time now but all their hopes and future of the business is relying on their latest BB10 smartphone which has just been announced.
Everyone is saying how amazing it is but lets look a little deeper into this.

launch of the new Blackberry BB10 device
The BB10 is based on a totally new platform which unfortunately has led to multiple delays that has led to the firm’s share price shrinking even lower as well as the departure of most of the senior management team.
In addition, Blackberry is announced for the first time a drop in subscribers in December. However, moving forward, several tech blogs have praised BB10′s Flow feature which allows users to swipe and slide between apps and messages.
The firm’s share price has risen to $15.66 from September’s low of $6.31
Blackberry have promised more than 70,000 apps as well as movies, TV shows and music from most of the major studios and labels when its revamped Blackberry World store opens for business.
These days it is not just baout the phone but about the platform behind it. The iphone may not be perfect but it’s true value lies with the apps that it supports. Apple App Store is probably a bigger success than the actual iPhone and iPad because it makes those devices so much more powerful.
I have ditched my Blackberry 9900 as it simply didn’t have any apps that i could use. As an IT executive, I use apps daily for tracking my mileage, my time sheet and our support tickets. I switch to an old iPhone just to get access to these and chucked Blackberry’s top of the range smartphone at the time.
However, if Blackberry deliver on their new Blackberry World promise then it really could be a new beginning for RIM. What this means is that if RIM is to succeed, the company must somehow offset the greater component purchasing power of its larger rivals, match Apple and Samsung on design, attract application developers away from iPhone, Android and Windows Phone – all while pushing a compelling marketing message on a relatively limited budget.

The new Q10 handset
RIM’s move to BB10 is likely to erode a significant profit stream: BB7 subscribers pay RIM, through their carriers, a monthly fee for RIM’s unique services. With BB10 this monthly fee drops away for consumers and for smaller companies. We estimate that this may cut RIM’s gross profit by over £640 million over the next two years.
To counter this, RIM will need to raise device sales by approximately 15 million units, or 50%. Only if sales exceed this level can RIM’s profits start to rise.
The first two handsets powered by the new Blackberry 10 operating system have been unveiled.
The Z10 is controlled via a 4.2in (10.7cm) touchscreen while the Q10 has a smaller 3.1in (7.9cm) screen and physical keyboard.
The UK will be the first to get the Z10 where it will launch on Thursday. What i didn’t realise and would have strongly suggested anyway was that the company has changed it’s name from Research in Motion (RIM) to Blackberry. RIM is not the most attractive name for a company.
Touchscreen keyboard
The new user interface allows up to eight apps to run simultaneously, four of which can appear in small windows on the same screen – something the firm boasts as “true multitasking”. Executives said the intention was to let users “flow” through applications using swipes and other gestures rather than copy the “in and out” nature experienced when navigating rivals’ devices.

looking at the new Z10 BB10 smartphone
For example BB10′s Hub – which brings together emails, texts and other notifications – can be accessed by swiping up and then to the right from any app. The user then needs to reverse the gesture to return to where they started.
The BBM messaging app can now make audio and video calls as well as being able to share what is on one person’s screen with the other user’s device.
The Z10 is not Blackberry’s first to feature a touchscreen keyboard, however it has adopted new features to attract users more used to physical buttons.

Blackberry BB10
For example a feature which learns the words and phrases the owner most often types and then uses this to suggest words which float above the keyboard and can be flicked into place.
It will also learn to anticipate and correct frequently made mistakes by big finger users – such as if the user often hits the letter C when they mean to tap space.
According to Francisco Jeronimo, European mobiles devices research manager at IDC, the new keyboard is the jewel in the crown for Blackberry.
And in addition, “The browser, one of the weakest features on the old Blackberry devices, is now an enjoyable experience.”
“This is not a new Blackberry device, this is a completely new Blackberry experience. For the first time the traditional keyboard Blackberry users will it find easier to type on a touchscreen.”
Companies are also given the option of being able to remotely wipe sensitive files like any device attached too a Microsoft Exchange server.
Meanwhile the in-built Pictures app includes a facility called Timeshift designed to ensure everyone has their eyes open in group photos.
It involves the user taking several pictures in a row and then scrolling through the shots to select the best frame. Now that sound pretty cool. Will be able to get a much better picture of the dog to post on facebook!
All sounds encouraging?

The Blackberry BB10 smartphone
Jan Dawson, chief telecoms analyst at Ovum had this to say:
“We don’t expect a speedy exit from the market; with no debt, 80 million subscribers and profitability in the black in at least some recent quarters, the company can continue in this vein for years. But its glory days are past, and it is only a matter of time before it reaches a natural end.”
Blackberry’s shares fell more than 6% following the launch.

The Blackberry BB10 Calendar
BlackBerry Z10
3G: £49.99 then £36 per month on a 24-month contract
4G: £49.99 then £41 per month on a 24-month contract
There’s one key addition that gives a clue to the future of BlackBerry, however, and it’s called Balance, in the sense of “work-life”. Swipe down and you can easily select between a ‘Work’ and ‘Personal’ persona; the colour of the screen changes, the inboxes and everything else are wholly separate. It’s neat, offering two phones in one. But it also introduces a division that is as much a benefit as an inconvenience. With more and more people totally combining their work and personal lives on a single device, it seems to be a step that only benefits the corporate IT department, who have to be running BlackBerry Enterprise Service to make it work anyway.
And it seems that that is where the Z10 will find favour – if you work for a company that isn’t terribly forward-thinking, you may soon find they’re offering you a new BlackBerry. But if you work for a firm that cares whether you get to work on time and thinks it might be useful that there’s a National Rail app with train times on your phone, you may not.
Manufacturer’s specifications:
Size: 130×65.6x9mm
Screen: 4.2”, 1280x768px, 356dpi
Memory: 2GB RAM; 16GB Flash (hot-swappable MicroSD)
Processor: Dual Core 1.5GHz
Talk time: up to 11hours
Camera: 8MP/1080p; 2MP/720p
HDMI Port

BB10 Adds So Many Features That So Few People Want
More info and images on the new blackberry phone from the blackberry site itself.
























































