BlackBerry’s Most Important Phone Isn’t Its Flagship

BlackBerry announce two earphone today , but it ’s clear which is the favorite son . The Z10 look like a winner ; it ’s make brains and body enough to face up the iPhones and Galaxy S IIIs of the world head - on . It ’s got a release date and a price . It ’s a phone any company would be majestic to call a flagship . In fact , its only downside is that it ’s totally irrelevant .

The Q10 , though ? That ’s the gimmick that make BlackBerry matter again . Or sends it oink into oblivion .

There ’s absolutely nothing ill-timed with make a highly competent touchscreen telephone set these solar day . But when you ’re play from behind — and BlackBerry would be the first to recognise its position — good enough just is n’t good enough . You do n’t want to look much further than Windows Phone ’s dreary sale for trial impression of that . If you already left BlackBerry for the iPhone ’s embrace , there ’s nothing about the Z10 that would make you go back . They depend the same , they cost the same . They have slightly dissimilar feature and a giant app gap . Bottom line : The only intellect to switch to a Z10 is because your IT director force you to .

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That ’s not fair , but it ’s reality . BlackBerry today is RC Cola or Whataburger or Subaru any other ship’s company that make a less democratic reading of a wonderful matter . The Z10 might help BlackBerry stay in the margins , but it ’s not going to pull troupe to center level .

You know what could , though ? The Q10 and its physical keyboard .

Quick , name one QWERTY smartphone you ’d actually pay off money to own today . Wait ! Just kidding , it does n’t exist , not unless you ’re an HTC Status fetishist . There ’s a void there , and voids are opportunities . There are people in this world , business people especially , who escape their keyboard phones . There are corporate email freaks who would give up their 401k for something to accommodate their ungainly thumbs . And it ’s a need no one else is addressing .

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And it ’s quintessentially BlackBerry , is n’t it ? A flawless typing experience — along with BBM — was the party ’s bread and butter for a decade . It ’s the siren call that might be enough to entice back old BlackBerry diehard , and differentiates the company enough that it might win a few convert . So far , it appear like it ’s ripe enough to live up to that potency .

Is QWERTY a recess market ? peradventure . But it would be BlackBerry ’s niche to monopolise . There ’s money in that , and stability , and respect . All the thing that have been missing in Waterloo since the iPhone came around .

Here ’s the speculative news , though . There ’s no price for the Q10 yet , and no upstanding dismission date . It has n’t gravel much promotional love from the party that made it , and that desperately needs it to succeed . That need to change . If BlackBerry ’s going to have any chance at all — and honestly , it may well not — it needs to stop over shining such marvelously bright light on its also - ran , and point it at the hero that ’s wait in the wings .

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