BlackBerry maker RIM has recently held a press conference in New York, announced that the company officially changed its name to BlackBerry, BlackBerry 10 as scheduled and the introduction of new operating systems, also released two new smartphone equipped with the system, including a full touch screen mobile phone Z10, a full keyboard mobile phone Q10. Worth noting is, BB10 new first episode does not include China, and Chinese is not the language supported by a version of the system – BlackBerry give up the Chinese market and will be looking at higher-end equipment market in North America and Europe. This hope with new rally of the BlackBerry, is tantamount to one game, and it does not seem unusual gallantry.
BB10 finally come at the appointed time
At the dawn of a new year, the BlackBerry also achieved his “new year”, made a significant change.
The primary change is the emergence of a new name. Conference in New York, RIM CEO tuositeng·haiyinsi announced that the company officially changed its name to Blackberry, while stock to BB. Hynes said: “from now on, RIM was changed to BlackBerry. This is a brand is a promise. ”
Was followed by the release of a new operating system BlackBerry 10. And BlackBerry operating systems in the past, 10 is specifically designed for the BlackBerry touch development, optimization of the operating system. Edge tool with integrated social networking, GTD, personal and professional characteristics. The system has a lot of new features, such as the BlackBerry integrates a variety of message notification Hub. Machine built-in Balance feature lets users using simple gestures to switch phones “individual” and “work” in two States, System powered by BBM Screenshare function, you can remotely in real time onto the mobile phone screen on the caller’s phone, presentations, photos, and more.
Again be publishing two new phones based on BlackBerry 10 Z10 and Q10. The Z10 is known as “from each standard, the BlackBerry has been the best smart phone.” As the first full touch-screen BlackBerry phone, the Z10 is equipped with a 4.2-inch 1280×768 resolution 356PPI touch screen, equipped with 1GB RAM and 16GB storage space, 1.5GHz TI Texas Instruments OMAP4470 dual-core processor, integrated PowerVR SGX544 graphics chip with 8 million pixels camera and front-facing camera 2 million pixels. Supports expansion memory card, Micro HDMI output, Bluetooth, 4, and near-field communication NFC functionality. Equipped with 1800mAh battery. Z10, Q10 retains the iconic BlackBerry QWERTY full keyboard, also running BlackBerry 10 operating systems, has a 720×720 resolution of the touch screen.
Try to survive numerous difficulties forced BlackBerry changes
BlackBerry has my own glory. More than 10 years ago, RIM introduced the first BlackBerry mobile phone, the “911″ incident, because timely delivery site information, launched the BlackBerry craze across the United States. By virtue of its unique QWERTY keyboard, the world-wide one-stop-shop for wireless devices that synchronize with the corporate mail system, known for its security services systems, BlackBerry is the favor of Government, political and business dignitaries, such as investment banks, monopoly enterprises and government markets. RIM launched the BlackBerry smart phone successfully became Canada’s most valuable company. In 2008, the BlackBerry in its peak share price once rushed to $ 148.
However, staged five year cycle of births and deaths, are now shrouded in black Berry head Halo fading away, under the crossfire of Apple, Samsung and other manufacturers have been losing ground. IDC figures show that the last quarter of 2012, Samsung Smartphone shipments amounted to 63.7 million, 29% market share; Apple with 47.8 million shipments and 21.8% market share ranked second. However, the BlackBerry smartphone sales capacity of 6.9 million, the share of only 3.1%, had fallen out of the top five global and selling products mostly BlackBerry 6 7 and Blackberry phones. Three years ago, this data is 20%.
Not only that, but BlackBerry negative messages flock to RIM “leaving tides” frequently staged, many executives have put oneself under the patronage of a higher-up BlackBerry run the risk of layoffs in almost all sectors.
In the embattled BlackBerry 10 was pinned, but BlackBerry can take this successful counter attack, also depends on the new market at 3-6 in the coming months. For the brands, however, can be said to be the last chance. If successful, is expected to recover and fail, is beyond redemption.
Ignore the Chinese market is unwise
BlackBerry in one basket could usher in a hit list, for now remains a challenge greater than opportunities. “BlackBerry is dead! “This is mobile Internet Industry Association Secretary General Li Yi on BlackBerry 10 first experience. In his view, black Berry of the launch of two new products, reflecting its lack of a clear strategic direction.
Designed for BlackBerry 10, is aimed at the high-end equipment market in North America and Europe. But China Mobile markets such as omission may make it difficult to stand up. From the first look, 10 will be the first BlackBerry in the United Kingdom market, in mid-February in Canada listing of United States will have to wait until March, as China still devoid of a timetable. The language supported by a version of the BlackBerry system is currently only supports English, German, French, and do not support Chinese, it can be seen that the BlackBerry is still not commitment to the Chinese market. But China is undoubtedly one of the world’s most important smartphone market, not only the penetration rate of mobile phone users has exceeded the global average, its shipments of smart phones are head of the highest in the world, even BlackBerry’s “it takes two” Nokia’s low profile also strengthened cooperation with domestic carriers, ignore the Chinese market for BlackBerry will obviously increase the difficulty of it to recover lost land.
BlackBerry, a decision may be taken into account consumers in China are mainly concentrated in the low-end market, cannot be accepted for high prices. SINA’s recent findings also confirm this fear, the survey revealed, 70.4% think consumers need to see prices will buy 10 BlackBerry cell phones. It is understood that the Z10 in Canada areas of bare metal prices as high as $ 599, believe the domestic mainstream when price is not cheap. In fact, even listed in China, brand appeal of the BlackBerry in China can be compared, Samsung and Apple. The last quarter of 2012, Smartphone shipments in China about 53 million mobile, iOS 12% per cent of the market share, Android 86% per cent of the market share, 98% both market share almost all of China’s Smartphone market, BlackBerry 10lai said that China’s market is undoubtedly a nightmare.
More important is that BlackBerry 10 and no there are not enough applications for users to choose, BlackBerry 10 currently has about 70,000 applications compared with Android and the iPhone far, there is a big difference in quality. In addition to the outside of the angry birds, including Yelp, Spotify, Gmail, Pandora, Instagram and Evernote in other platforms have been highly respected not included in the BlackBerry application 10. Instead, BlackBerry 10 which is filled with a lot of “fake” or “junk” software application. And running developer is root. According to Baird Equity Research report, for two consecutive quarters, more than 30% developers said other platforms has been transferred from the BlackBerry 10 BlackBerry developers for BlackBerry 10 prospect rating from five fell 46%.
We can see that BlackBerry realization of salted fish stand up is still a long way.