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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.

"We are not selling a me-too product; what we are selling is a unique and differentiated proposition," said Boulben.

But despite mostly positive reviews, the new models failed to excite investors, with the company's stock dropping 10 per cent in late afternoon trading. However it is still trading at more than double its nine-year low from September.

While the Z10 is aesthetically very similar to the iPhone 5, the new phones feature a completely redesigned user interface that does away with home, back and search buttons and instead allows users to flow seamlessly between apps using simple swipe gestures. BlackBerry 10 also offers several unique features such as tight social media integration and seamless switching between personal and work profiles.

At the event in New York City on Wednesday, the company also announced it was ditching the name Research in Motion for a single brand: BlackBerry.

Pricing and availability for Australia has yet to be announced by local carriers, however Telstra and Optus have confirmed they will offer at least the Z10 here. In the US the Z10 will be available in March while the Q10 is expected to arrive in April. BlackBerry said Australian availability would be "in line" with the US.


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