BlackBerry Back in the Game

January 30, 2013 Aaliyah Madadi

RIM just revealed its highly anticipated BlackBerry 10, arguably the most significant device launch in the company’s history. Two devices were released today, BlackBerry Z10 (touch screen) and BlackBerry Q10 (full keyboard), both powered by the new BlackBerry 10 platform.

The stakes are high as BlackBerry Z10 and BlackBerry Q10 are precisely the devices that could sink or save RIM in the cutthroat smartphone market that they once dominated. Some unexpected news from CEO, Thorsten Heins, is that RIM will rebrand their corporate name to BlackBerry — a move that captures the company’s “new start” with the launch of BlackBerry 10. Other unexpected news was the creation of a new “Global Creative Director” position, appointed to one of BlackBerry’s original power users — 14 time Grammy award winner, Alicia Keys. BlackBerry devices will be rolled out across the world over the next few weeks.

Here’s a look into the main features of the new BlackBerry devices and the social media reactions from today’s event.

Blackberry Balance

Unlike any other device, BlackBerry 10 blends personal and work experiences into one phone. Employers can have access to the work drive where they control features such as apps and security. However, the personal side of the device is exclusive to the user and the experience they want — employers cannot access the Personal drive or restrict its use in any way. This feature is expected to make headway for businesses around the world who once loved the security and ease-of-use of BlackBerry products.

Revolutionary Keyboard

The BlackBerry keyboard was always a favourite and despite going touch with BlackBerry Z10, RIM continues to take the keyboard to the next level. The new touch screen learns your writing style and suggests words as you type. It also has a heat sensor so it remembers exactly how your fingers interact with the keyboard. For example, if you tend to mistakenly type “o” instead of “p”, the keyboard remembers this and subtly adjusts to ensure that you hit the right key every time. As Heinz explains, the BlackBerry keyboard experience allows you to “write without typing” — more quickly and more intuitively than any other device on the market. “Simplicity, elegance, confidence” — BlackBerry 10 aims to deliver a comprehensive keyboard experience.

BlackBerry Hub

BlackBerry Hub brings any features that are important to you into one application. Without going into different apps to access your email, calendar, or social networks, all of your notifications will appear in one central hub which you can customized as you like. Hubs also pulls your contacts’ profile information from every social network, all in real-time. Your conversations and interactions with contacts will all be captured under Hubs, allowing you to know everything you need to know about an individual, before you jump into that key meeting or coffee date.


The new BBM features pleased BlackBerry fans around the world as Heins explained how users can have video calls with other BBM users and also share their screen with users during video chats.

Time Shift Camera

Time Shift captures milliseconds before and after you take a photo so you can go back and forward in time and select the best version of your photo. No more concerns about snapping pictures with your eyes closed!

Social Media Reactions

What do you think of the new BlackBerry devices? Will you make the switch? Let us know in the comments!

About the Author

After graduating from the HBA program at the Richard Ivey School of Business, Aaliyah launched her career as Marketing Coordinator at Uberflip! Prior to her HBA, Aaliyah also completed a Bachelor in English at Western University.

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