Not according to type: it's out with the keyboard and in with a touchscreen as BlackBerry goes for an iPhone look with its Z10


New York

There was a time when the world loved BlackBerry. Kids adored its messenger service, corporate titans favoured its Qwerty keypad (so much easier to tap out those mission-critical  emails on the move), while everyone from Cristiano Ronaldo to P Diddy, Lady Gaga and even Barack Obama were rarely seen in public without one. 

In 2009 Research in Motion, the company behind the brand, was the fastest growing corporation in the world. The global economy was shot to pieces, but profits were up 84 per cent in three years. But from there it was all downhill, slowly at first then a calamitous descent into oblivion that saw its share price fall from $140 (£90) to just $8 (£5) last October.

Yesterday, BlackBerry took the first step on what it hopes will be a journey back to the big time. In a simultaneous series of launches from New York’s Lower East Side to the Burj Khalifa in Dubai, it made a grab for some Apple-style cool via a series of new phones and a revamped operating system the does more than just deliver unwelcome messages from your boss. The latest products build in flashy graphics, better cameras, bigger screens and greater connectivity with social media, alongside new office-friendly features.

The struggling brand, which suffered tremendously when Apple’s iPhone and Samsung’s Galaxy range of smartphones hit the market, also attempted to reinvent itself by abandoning the Research in Motion name it has used since the 1980s but which is barely known beyond the business world. Instead, the company has been rechristened, simply, BlackBerry.

Taking a leaf out of Apple’s wildly successful playbook, the company has also rebuilt its app store, BlackBerry World. It is now an iTunes-style digital mall, hawking music, movies and TV episodes as the the company wagers its future on the re-launch. BlackBerry has spent months working with developers to ensure 70,000 apps will be available from its launch - including a new app from The Independent.

In fact, the new operating system looks more like Apple’s iOS than ever before, with touch gestures to navigate between screensand the kind of smooth transitions that the late Steve Jobs used to wow the world with.

Among the new features is a reworking of the BlackBerry Messenger, or BBM, service, which now accommodates video calls. The new screen-share feature allows users to share pictures – or PowerPoint presentations – with each other instantly.

Of the two handsets unveiled yesterday, the Z10 is a touchscreen device – again not unlike the iPhone – while the Q10 comes with a more traditional physical keyboard.

The stakes for Blackberry – and new boss Thorsten Heins, who was named chief executive after a shake-up of the top team last year – couldn’t be higher. As recently as three years ago it commanded a 20 per cent share of the global smartphone market, but in the three months to December last year that figure had plummeted to under 4 per cent, according to data from research firm Strategy Analytics. In the US, its share went from more than 40 per cent to a paltry 2 per cent.

“We have definitely been on a journey of transformation” said Heins, speaking in New York. Yesterday, the shares jumped as the line-up was unveiled but then began falling sharply as news filtered out that they won’t be available in the key US market until March, or thereabouts. In the UK, Phones4U will begin selling the Z10 from this morning.

But the more meaningful test will come in the long term, when market share figures emerge. Apple has been losing ground to Samsung, but BlackBerry will be hoping the future tastes a little sweeter today.

Life and Style
ebooksA superb mix of recipes serving up the freshest of local produce in a delicious range of styles
Life and Style
ebooksFrom the lifespan of a slug to the distance to the Sun: answers to 500 questions from readers
Rumer was diagnosed with bipolarity, attention deficit hyperactivity disorder and post-traumatic stress disorder: 'I was convinced it was a misdiagnosis'
peopleHer debut album caused her post-traumatic stress - how will she cope as she releases her third record?
Arts and Entertainment
'New Tricks' star Dennis Waterman is departing from the show after he completes filming on two more episodes
tvOnly remaining original cast-member to leave long-running series
Life and Style
Couples have been having sex less in 2014, according to a new survey
Holly's review of Peterborough's Pizza Express quickly went viral on social media
Arts and Entertainment
musicBiographer Hunter Davies has collected nearly a hundred original manuscripts
A long jumper competes in the 80-to-84-year-old age division at the 2007 World Masters Championships
Life and Style
Walking tall: unlike some, Donatella Versace showed a strong and vibrant collection
fashionAlexander Fury on the staid Italian clothing industry
Arts and Entertainment
Gregory Porter learnt about his father’s voice at his funeral
Arts and Entertainment
tvHighs and lows of the cast's careers since 2004
Life and Style
Children at the Leytonstone branch of the Homeless Children's Aid and Adoption Society tuck into their harvest festival gifts, in October 1936
food + drinkThe harvest festival is back, but forget cans of tuna and packets of instant mash
Lewis Hamilton will start the Singapore Grand Prix from pole, with Nico Rosberg second and Daniel Ricciardo third
F1... for floodlit Singapore Grand Prix
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Gadgets & Tech

    Graduate BI Consultant (Business Intelligence) - London

    £24000 - £30000 per annum + benefits: Ashdown Group: Graduate BI Consultant (B...

    Service Delivery Manager (Product Manager, Test and Deployment)

    £40000 - £55000 per annum: Ashdown Group: Service Delivery Manager (Product Ma...

    Technical Product Marketing Specialist - London - £70,000

    £50000 - £70000 per annum: Ashdown Group: Cloud Product and Solutions Marketin...

    Trainee Helpdesk Analyst / 1st Line Application Support Analyst

    £18000 per annum: Ashdown Group: An established and growing IT Consultancy fir...

    Day In a Page

    Scottish referendum: The Yes vote was the love that dared speak its name, but it was not to be

    Despite the result, this is the end of the status quo

    Boyd Tonkin on the fall-out from the Scottish referendum
    Manolo Blahnik: The high priest of heels talks flats, Englishness, and why he loves Mary Beard

    Manolo Blahnik: Flats, Englishness, and Mary Beard

    The shoe designer who has been dubbed 'the patron saint of the stiletto'
    The Beatles biographer reveals exclusive original manuscripts of some of the best pop songs ever written

    Scrambled eggs and LSD

    Behind The Beatles' lyrics - thanks to Hunter Davis's original manuscript copies
    'Normcore' fashion: Blending in is the new standing out in latest catwalk non-trend

    'Normcore': Blending in is the new standing out

    Just when fashion was in grave danger of running out of trends, it only went and invented the non-trend. Rebecca Gonsalves investigates
    Dance’s new leading ladies fight back: How female vocalists are now writing their own hits

    New leading ladies of dance fight back

    How female vocalists are now writing their own hits
    Mystery of the Ground Zero wedding photo

    A shot in the dark

    Mystery of the wedding photo from Ground Zero
    His life, the universe and everything

    His life, the universe and everything

    New biography sheds light on comic genius of Douglas Adams
    Save us from small screen superheroes

    Save us from small screen superheroes

    Shows like Agents of S.H.I.E.L.D are little more than marketing tools
    Reach for the skies

    Reach for the skies

    From pools to football pitches, rooftop living is looking up
    These are the 12 best hotel spas in the UK

    12 best hotel spas in the UK

    Some hotels go all out on facilities; others stand out for the sheer quality of treatments
    These Iranian-controlled Shia militias used to specialise in killing American soldiers. Now they are fighting Isis, backed up by US airstrikes

    Widespread fear of Isis is producing strange bedfellows

    Iranian-controlled Shia militias that used to kill American soldiers are now fighting Isis, helped by US airstrikes
    Topshop goes part Athena poster, part last spring Prada

    Topshop goes part Athena poster, part last spring Prada

    Shoppers don't come to Topshop for the unique
    How to make a Lego masterpiece

    How to make a Lego masterpiece

    Toy breaks out of the nursery and heads for the gallery
    Meet the ‘Endies’ – city dwellers who are too poor to have fun

    Meet the ‘Endies’ – city dwellers who are too poor to have fun

    Urbanites are cursed with an acronym pointing to Employed but No Disposable Income or Savings
    Paisley’s decision to make peace with IRA enemies might remind the Arabs of Sadat

    Ian Paisley’s decision to make peace with his IRA enemies

    His Save Ulster from Sodomy campaign would surely have been supported by many a Sunni imam