Research In Motion Ltd (NASDAQ:BBRY) (TSE:BB) is in the midst of launching its new smartphone, the Blackberry Q10. The new phone, which is aimed squarely at business users, has been garnering positive reviews from tech writers, but a thread running through those same reviews seems to suggest that something is missing in the phone’s design.
The Blackberry Q10 is a workhorse. That’s how Research In Motion Ltd (NASDAQ:BBRY) (TSE:BB) designed it. They’re trying to reach out to their old base, enterprise customers. The most distinctive feature of the phone is its full sized keyboard, a classic Research In Motion Ltd (NASDAQ:BBRY) (TSE:BB) design that is hoped to draw in the company’s fans.
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Reviews, like this one from CBC in Canada, are consistent in that they agree that the phone does what it’s supposed to do extremely well. The keyboard is exceptionally functional and comfortable to use. The Blackberry Q10 keyboard is, according to Research In Motion Ltd (NASDAQ:BBRY) (TSE:BB), the largest ever included on a Blackberry.
The phone feels good in the user’s hands, and the battery, because of the larger screen, lasts longer than most of the other premium smartphones. The CBC reviewer was able to get two days of charge from the Blackberry Q10. As a phone for work, the Blackberry Q10 probably has few rivals, but that does not guarantee the phone a successful reception.
Today, consumers want their smart phones to operate as an all in one device. They want games, video recording, picture taking, email, internet, and a myriad of specialized applications. The Research In Motion Ltd (NASDAQ:BBRY) (TSE:BB) Blackberry Q10 does some of these things well, but it can’t offer the same lifestyle experience as an Apple Inc. (NASDAQ:AAPL) iPhone.
The Blackberry Z10 is the model designed to fill that hole for Blackberry, but uptake in the United States appears to be slow, according to analysts reports. Research In Motion Ltd (NASDAQ:BBRY) (TSE:BB) needs a big win in 2013 to justify its existence, there’s no telling yet, but it doesn’t look likely that either of these phones bring that to the table.
BB10, the new Research In Motion Ltd (NASDAQ:BBRY) (TSE:BB) operating system, is admirable, and the phones on the platform appear to be exceptional, but they simply haven’t made waves in the smart phone world. The Blackberry Q10 is probably a great device, but it won’t save Research In Motion Ltd (NASDAQ:BBRY) (TSE:BB).