Blackberry unveils ‘best smartphone yet’ in bid to revive fortunes

Blackberry has formally unveiled its latest smartphone device, the Z30, in its ongoing bid to revive its fortunes in the ultra-competitive smartphone market, as the fate of its devices unit remains in question.

The Canada-based company unveiled its Z30 device, the latest in its BB10 portfolio and first launch since speculation over its handset business emerged, earlier today (18 September) at digital media trade show DMEXCO, in Germany. 

Blackberry’s Z30 runs on the BB10.2 operating system, has a five-inch, touchscreen display, and features a host of multimedia capabilities, including an updated version of BBM that lets users preview messages arriving from alternative apps, such as WhatsApp, from within its flagship messaging service. See video above. 

Carlo Chiarello, Blackberry executive VP of products, says: “The smartphone rounds out the Blackberry 10 portfolio and is designed for people looking for a smartphone that excels at communications, messaging and productivity.” 

Blackberry was unable to respond to a request over how it plans to market the Z30 by time of publication, although a statement promoting the device emphasises its “messaging”and “productivity” capabilities, along with its “longer battery life”, suggesting the company its refocusing on its traditional core market of business users that also use their devices for personal services – or ‘pro-sumers’. 

Last month its emerged that BlackBerry is exploring a number of “strategic alternatives” to turnaround its faltering performance, including the possibility of a joint venture, technology partnerships or a sale of the company. As yet the  conclusion of this strategic review has yet to be shared publicly.  

Speaking with Marketing Week about the company’s vision earlier this year, Blackberry CMO Frank Boulben, said: “We want to be the leader in mobile computing at large and that means devices but it also means services.” 



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