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BlackBerry: A new start or the beginning of the end?

BusinessAnalysis
by Desire Athow
, 31 Jan 2013Analysis
BlackBerry: A new start or the beginning of the end?

The fact that yesterday, RIM the beleaguered Canadian technology company has abandoned its original moniker in favour of its product name, shows that it may want to free itself from its legacy (note that Research in Motion quintessentially subsists in its “Keep Moving” marketing campaign, which is estimated to cost more than $200 million).

Of the two phones that were released yesterday, the Z10 is the one that will be available the quicker. It looks like the iPhone 5 and is priced like the latter which leaves us to believe that it will chase the same crowd, focusing on audience quality rather than quantity.

Whether this will allow BlackBerry to get some of its former users (who migrated to Apple’s iOS) back remains to be seen. BlackBerry’s BB10, which is based on QNX, shows some promises like a robust suite of multimedia features and access to more than 70,000 apps.

More importantly though, the operating system behaves and looks like a modern one and aesthetically is up there with iOS, Android and Windows Phone. And having only one smartphone shouldn’t be of an issue. Apple did fairly well against the armada of Android smartphones that challenged it.

There is one more thing, however, that BlackBerry does have that none of its rivals possess; it is its existing, well established, back end infrastructure (or so-called Enterprise Mobility Management), the latest version of which, BlackBerry Enterprise Service 10, was unveiled on 23 January.

It is still too early to say whether or not BB10 and the Z10 will be able to save BlackBerry, Wall Street though does not believe that a turn around is not possible which explains why the company lost nearly 12 per cent yesterday and is down by a further 7.40 per cent in pre-market transactions.

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