A year ago, we could not have given any timeframe for the launch for the new BlackBerry phone because even the company was not sure when it would introduce the new version of its signature product in the market with ever increasing competition.
After some management changes and delaying the launch dates, the company, then known as Research in Motion and now as BlackBerry, announced the early-2013 launch of the product. Since BlackBerry had lost its market value, number of customers and its charisma, it had never been easy for the company to re-enter the market, starting literally from the scratch, ignoring many of the ideas that defined previous versions of BlackBerry.
The company had every right to do so because this had been considered its last attempt to have its say in the market that is presently dominated by Apple iPhones, Samsung Galaxy phones and other Android-using smartphones. However, when BlackBerry CEO Thorsten Heins unveiled two models of the new smartphone, he made it clear that it was not the finish line for the company. Hoping to get much more success, increase the company’s market penetration and come up with more exciting products and features in future, Heins said on the launch day, via The Guardian:
“Today is not the finish line, it’s the starting line. We’ve seen the industry move from narrow band to broadband, from analogue to digital, and now at RIM we intend to lead the move from mobile communications to mobile computing. We will be a leader in connecting you to your internet of things.”
Whether the company will be able to achieve its goals is to be seen, but at present all eyes are focused on the response the new BlackBerry is going to get from the market.
Photo: Reuters
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