BlackBerry unveils New Z30 flagship smartphone To Salvage Image-BlackBerry Ltd has launched its new arrival aimed at buying back its dwindling credibility as a front-liner in smartpSmartphoneee and mobile world new inventions.
The Z30 flagship smartphone was unveiled on Wednesday, as the company battles to win back market share despite uncertainty around its future.
Once a pioneer in the smartphone arena, BlackBerry said last month it was weighing options that could include an outright sale, in the face of lacklustre sales for its new devices that run on the BlackBerry 10 operating system.
The long-rumored Z30 device, which is first being unveiled at an event in Kuala Lumpur, Malaysia, will be BlackBerry’s new top-of-the-line device, taking the crown from the smaller Z10 that was launched early this year.
The new touchscreen device, which boasts a five-inch display and a 1.7 gigahertz processor, will compete against the likes of Apple Inc’s new iPhone 5S and Samsung Electronics Co’s Galaxy S4, along with a slew of other devices that are powered by Google Inc’s Android platform.
The company faces an uphill battle in generating interest in the new phone, however, given the lack of clarity around its future.
While the company has long aspired to make its BlackBerry 10 operating system the No. 3 smartphone platform in the market, the latest industry data indicates that Microsoft Corp’s Windows Phone platform is in fact more likely to clinch that spot as its devices continue to gain ground.
Although the new line of BlackBerry devices has been well received by reviewers, analysts say the company lacks the financial heft to vie against industry giants like Apple, Google, Samsung and Microsoft, which boast massive marketing and R&D budgets.
Some analysts contend that Microsoft’s move earlier this month to acquire Nokia’s phone business and license its patents for 5.44 billion euros ($7.3 billion), poses another hurdle for BlackBerry, as the software giant is likely to redouble its catch-up efforts in the mobile device business.
But Waterloo, Ontario-based BlackBerry, which is set to report its fiscal second-quarter results next week, appears to be sticking with its product roadmap for now, even as it reviews its alternatives.
The company, which touts the Z30 as its “biggest, fastest and most advanced smartphone” to date, said the device will begin to hit store shelves in the UK and parts of the Middle East as early as next week.
The smartphone will go on sale with select carriers and retailers in other regions over the remainder of the year, said the company, adding specific pricing and availability will be announced by its partners at the time of their respective launches.
TechCrunch.com writes: “BlackBerry is describing the Z30 as the “fastest and most advanced” phone in its portfolio — with a 1.7 GHz processor plus quad-core graphics (vs the Z10′s dual-core 1.5 GHz chip), a 2880 mAh battery (the largest cell it’s ever put in a phone) and an improved antenna designed to boost reception in low-signal areas.
It’s not a huge BB10 OS portfolio, though, with the Z30 becoming just the fourth device in BlackBerry’s next-gen range — after the all-touch Z10, the QWERTY-packing Q10 and the mid-range Q5. Sales of BB10 devices have not been huge either — with the company shipping just 2.7 million BB10 handsets in Q1. Adding a phablet — a niche, flagship device — to its playbook at this point is not an obvious choice to try to amp up sales. Arguably an attractively priced mid-tier all-rounder with the potential to ship in very high volumes would have been a better bet.
Instead, BlackBerry appears to be going back to its business roots by aiming the Z30 at enterprise users. ”The [Z30] is designed for people looking for a smartphone that excels at communications, messaging and productivity. Having apps like the full Documents To Go suite that comes preinstalled, together with its 5″ touch display, the BlackBerry Z30 smartphone gives you a best in class productivity