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BlackBerry 10 unveiled, but RIM is no more

Asher Moses, SMH | Feb. 1, 2013
The maker of the BlackBerry has introduced a completely re-engineered operating system, two new phones, and a new company name in the hope of reviving its dwindling market share.

The maker of the BlackBerry has introduced a completely re-engineered operating system, two new phones, and a new company name in the hope of reviving its dwindling market share.

What we are selling is a unique and differentiated proposition. 

Frank Boulben, BlackBerry

The new Z10, which features a 4.2-inch full touch screen, and the Q10, which offers a physical keyboard, have been praised by reviewers and analysts; but with almost nine out of 10 smartphones sold now being either Android or iPhone, the company has an uphill battle to regain its previous mantle.

Frank Boulben, BlackBerry's chief marketing officer, said in a group interview that the smartphone market was currently a "duopoly" but insisted "the cards can be re-dealt". Referring to iPhone and Android, he said the smartphones today were based on a "paradigm" introduced six years ago, namely the grid of app icons and home button for users to dip in and out of applications.

 

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