MUMBAI: Trying to reclaim its spot amongst the leaders in the global mobile market, RIM recently made several announcements including the launch of its much awaited Z10 smartphone, and changing its name to BlackBerry. The company now aims to see itself as the leader in mobile computing through its various innovations lined up for release.
Blackberry chief executive Thorsten Heins stated that the company is aiming to reclaim its spot as an innovator in a world where smartphones already have the processing power to replace tablets and laptops.
The company changed its name from Research In Motion when it launched its new BlackBerry 10 smartphone, pioneered on-the-go email before it lost the race with its rivals who launched faster devices. Blackberry now aims to explore new territory and become the leaders in the mobile computing space.
Related Post
Heins said, “This isn’t just about smartphones and tablets. The architecture we have built is true mobile computing architecture. It’s not a downgraded PC operating system. It is a whole new innovation built from scratch. It’s built for mobile.”
Inspite of attaining rave reviews, industry insiders are still unsure about the company’s chances of making a comeback and doubt its ability to sell either enough smartphones or manage to transform the way people work.
BlackBerry marketing head Frank Boulben stated, “The vision is going to start to materialize this year. You will be able to plug the (Z10) device into a docking station at the office and then all you need is a keyboard, a mouse and a screen. Combined with cloud services this would mean you don’t need a laptop or a desktop.”
The company recently unveiled two versions of devices that run on the BB10 OS, a touch-screen smartphone Z10 and one with a physical keyboard called the Q10, claiming that they will help it win back some of the market share it has lost to the likes of Apple and Samsung Electronics.
