The launch by RIM (re-named BlackBerry to coincide with its product brand) of a handset running its long-promised BB10 operating system took place this week. Okay, the big announcement and reveal of Alicia Keys (better keep this sentence going to keep the clean rating) as Global Creative Director was a week ago, but consumers and teardown labs couldn’t put their greasy fingers on the devices until a couple of days ago. That’s here in the RIM (sorry, BlackBerry) homeland of
Considering the video the veeps put out to tell BB developers they were much loved, I would not have been surprised if the first BB10 product had been branded “ZZ10” and the on-stage launch crew would have been sporting long beards. Kudos to the marketing team – Alicia Keys is a better choice and has some product shilling chops from selling prescription eyeware.
The central question is: Z10 or Q10? I have never used a BlackBerry (sadly my first “smart” phone was Windows CE which drove me to stick with iPhone ever since), but I have heard plenty from loyal users. Devoted BB aficionados must be asking, “Why are we left waiting for the physical keyboard on the Q10?” And they have reason to wonder.
Although we often hear from marketing and PR about BB security advantages, the strongest response from BB lovers is inevitably linked to the physical keys (now re-branded as the “Qwerty” version). When RIM’s (as it was still known then) expected life were debated, the pro column was always littered with references to the loyal user base (often citing the keys).
Why is the BlackBerry Z10 launching first. I think it comes down to two things. Less important but still significant was launching here at home. Canadians are loyal and protective. With the formerly known as RIM left as the last recognizable leftover of the heady days of the technology boom, Canada was targeted as a safe haven with RIM execs hoping to gain some home ice advantage and momentum.
The second point in the Z10 first decision points to this BB launch as a trial. One way or another, BB’s success or failure is tied directly to the ability to compete with the most popular smart phones which are all touchscreen. It is not hard to imagine this as an all-in test of the prospect of going head to head with Apple and Samsung. The BlackBerry management likely has a target. Below a certain level of traction, I think they will look to give up completely on that segment of the market that demands touch interfaces. At this stage of the game, that would be a sound strategy. I can even believe it’s a real possibility with most of the old hubris gone along with the old co-CEO team.
But wait. Hold on a second. The Alicia Keys connection just hit me. That was a perfect way to promote the traditional BB advantage over touch-based Apple and ‘Droid phones. Unfortunately, that means the Q10 launch was poorly planned.