In its latest press conference, RIM has officially changed the name of the company to BlackBerry, its most popular product. The launch of the new line of smartphones is seen as a last hurrah by some analysts who see the entry into this market by the company as a little too late. Others, on the other hand, see the large number of enterprise clientele the company had in the past coming back if the new phone provides many of the productivity tools the company innovated previously. EE, Great Britain’s most advanced digital communications company, will launch the new Z10 smartphone from BlackBerry as well as the new OS BlackBerry 10 with superfast 4G network for businesses and consumers.
EE is a company that provides service to more than 27 million customers for mobile and fixed-line. It runs the EE, Orange and T-Mobile brands in the country and has 50 percent of the fiber population, 99 percent of the 2G and 98 percent of the 3G population.
As the first UK 4G network, it is poised to take the biggest share of the customer base by offering the latest equipment and services. The company will offer different plans for individuals and businesses with 4GEE price structures. Plans include 1GB of mobile data and unlimited text and calls within the UK. Users can choose the best option for them or their business that fits the communication and data needs they require. The phone will also be available with the 3G network and other phones from BlackBerry such as the Q10.
"We're delighted to be partnering with RIM to launch the BlackBerry Z10 smartphone and offer consumers and business users in the UK the first 4G-enabled BlackBerry handset. The Z10 has been designed with 4G in mind and when combined with the UK''s only superfast 4G network, BlackBerry 10 becomes one of the most advanced connected platforms on the market - allowing customers to download content, e-mail and share files in a way they haven't been able to on a BlackBerry smartphone before," said Paul Jevons, director of Products and Devices, EE.
BlackBerry is known for many of the tools it provides with its OS, and the new BlackBerry 10 is no different. This reason alone could bring the company back into the forefront of the smartphone market, as it is difficult to differentiate the crop of phones currently available with the applications they provide. The company claims the new platform will give customers a smarter and faster experience that adapts quickly. It also has the BlackBerry Enterprise Service 10 Enterprise Mobility Management (EMM) solution and BlackBerry Security.
"The BlackBerry Z10 smartphone delivers a powerful new platform for BlackBerry customers. Combined with the 4G network and service plans from EE, BlackBerry Z10 customers will be delighted with a re-invented communication experience, seamless multitasking, easy access to multiple social networks, and the peace of mind that BlackBerry security gives them," said Carlo Chiarello, EVP, Global Smartphone Business at RIM.
Only time will tell if BlackBerry is here for the long run or it will fall by the wayside just like the Palm.
Edited by Brooke Neuman