BlackBerry 10 Smartphones Raise Glimmer of Hope for Renamed RIM

By Wayne Rash  |  Posted 2013-01-31 Print this article Print

There's a "peek" feature that lets you slide whatever is on the screen aside to see what else is going on. The fact that you don't need to go to a home button to start and stop apps is going to be a huge convenience if it works as well as it seemed to in the demonstrations.

Another feature that makes life easier for users is what the company calls the BlackBerry Hub, which is a step up from the current unified-messaging feature. Basically, you get the same single inbox with everything from Twitter to email and text messages in one place, but you can do more with what's there. What's better is that you can control all of this with one hand using only your thumb.

Of course, BlackBerry's sweet spot is the enterprise, and here the company has introduced something that IT managers will love, BlackBerry Balance. This builds on the existing ability to set up some BlackBerry device models as two independent halves, one personal and one for business. The IT shop can control the business half, and information from one side of the BlackBerry can't leak to the other. This solves a number of bring-your-own-device (BYOD) and security issues. It also means that BlackBerry 10 users don't need to carry two devices, one for work and one for personal use.

But the question as to whether this is enough to enable RIM—pardon me—BlackBerry to turn the company around hinges on a number of factors. First, is the BlackBerry user experience sufficiently better than Android, iOS or Windows to win converts? Second is the collection of apps and content enough to satisfy customers?

To some extent I won't know those answers until I get my hands on a BlackBerry 10 device, an event that may happen fairly soon. Then I'll be able to know if everything really works as well as the company claims and if the device's features work as seamlessly as they did in the demonstrations.

It will also depend on whether the app experience is good enough to raise interest among users. The movies will have to be good enough, the apps functional enough and the browser fast enough for someone to lay out a couple hundred bucks (with a contract) to buy one. Right now, we know that BlackBerry has something like 70,000 apps already in the app store and has agreements with all of the major content providers.

But will it be enough? Right now, I don't know. I hope it is because the enterprise needs good, secure, enterprise-grade smartphones that meet current user expectations. But a lot depends on whether those customers think it's good enough.


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