Guest Post: The new Z10 – will it knock the competition into touch?

by Tim Douthwaite, head of mobile sales with Ardencom

So what does can we make of the newly launched BB10 powered BlackBerry Z10? I’d summarise my verdict into three sections: – the handset; functionality; and cost.
The handset

I’d say that from a distance, lying on the desk, the handset could easily be mistaken for an iPhone or Samsung Galaxy S2.

It is slim, sleek and black, but not as slim as the iPhone and not as sleek as the Samsung. The battery lifespan is as yet an unknown quantity.

“The new Z10 touch screen scrolls up and across, so it will take some getting used to”

From a design point of view, the Z10 is no more impressive than its rivals.


The operation of the touch screen is slightly different to existing devices – the new Z10 touch screen scrolls up and across, so it will take some getting used to for those already acquainted with the familiar sideways swipe.

But a great advantage is that you have a live view of incoming information – tweets, texts, emails, and BBM, whilst the handset is dormant – which I’d say is a strong feature.

There is no need to switch the device on and go through three moves before you can view the incoming data.

Just one touch of the screen and it’s there in front of you.

Another feature, Blackberry Balance, offers a unique option of an organisational feature that enables you to separate business from pleasure, therefore delivering a much more secure and manageable system.

Another USP is that the calendar automatically links to contacts and messaging systems such as email and BBM – a feature which I find really impressive.

The Blackberry 10 operating system also allows for the infusion of legacy Blackberry estates whilst allowing for individual or multiple migrations to the Blackberry handset.


The pricing of the handset is inline with its relative size to the iPhone and Samsung Galaxy S2.

It is bigger but less expensive than the iPhone, but smaller and more expensive that the Samsung.

This, in my view, may be a negative to legacy Blackberry users.

However the migration path for the existing Blackberry user has been made easy, due to the long awaited, but finely refined first class operating system.

I have already experienced the migration process first hand because Ardencom has successfully delivered the BB10 system (Fusion) to a number of clients, ahead of the BB10 launch.


My message to Blackberry (formerly RIM) is that if it survives the handset migration to legacy users, this will determine its position in the marketplace.

Of course, the Q10 will be launched in the future offering the optimum of Qwerty keyboard alongside touch screen technology.

I think that the delay in the launch of Q10 is deliberate as Blackberry want people to adopt the touch screen.

However, this is a bit of a gamble as Blackberry users like their keyboards!

Currently Blackberry holds third place in market share, ahead of Windows 8, but behind Samsung and Apple.

I believe that mobile device users are a bit like Rugby fans- they stick with their favourite team. I’d likes this to a clan mentality.

I’d also suggests that the new Blackberry has been launched twelve months too late and that everyone has already picked his or her team.

However, the ninety million legacy Blackberry users throughout the globe have yet to decide on their colours.

Author biog

Tim Douthwaite is head of mobile sales for Pall Mall based telecommunications company Ardencom. He’s a man who knows a Blackberry from a gooseberry. Douthwaite has been selling them since 2000 and is extremely knowledgeable and more educated than most about their pros and cons.

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2 Responses to Guest Post: The new Z10 – will it knock the competition into touch?

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