2013 was quite a turbulent year for RIM (Research in Motion), now rebranded as BlackBerry. Not so long ago it was the darling of enterprise customers and there was no BYOD (bring your own device) policy for employees in a majority of companies. Now this has changed and BlackBerry is in fact fighting for survival.
In the year 2013, despite all the criticism and struggle to keep itself sailing BlackBerry launched five smartphones and made available BBM, its popular messaging app, for both Android and iOS platforms.
As far as devices are concerned it launched BlackBerry Z10, BlackBerry Q10, BlackBerry Q5, BlackBerry 9720 and BlackBerry Z30 in India. Of these smartphones, Z10 and Q10 faced criticism for pricing, though no one complained about the hardware or performance of the devices.
BlackBerry Q5, on the other hand, is a mid-range offering with decent battery and relatively improved mobile operating system, but it had to face tough competition from Android phones that were available in the same price bracket. The bottomline is that it could not match the competition. Similarly, BlackBerry 9720 failed to impress with its processing capability, storage, camera and OS. Moreover, Android ecosystem was offering better devices in the Rs 15, 000 price segment.
The last device to be launched by BlackBerry this year was Z30. The company got the pricing right this time round but for an average user the interface was a bit complicated. There is scope for improvement in it.
No comments:
Post a Comment