On Friday, smartphone maker Blackberry, known as Research in Motion until earlier this year, will be launching their new generation smartphone in the U.S. The launch of two new smartphones is the Canadian based company’s last effort in trying to win back customers for the many product delays and below par performances, the handset maker has had.
Thorsten Heins the company CEO said Blackberry would fight to retain and regain each customer. Earlier this year, the company changed its corporate name to reflect the focus the company was putting on Blackberry as its primary and most important product.
The Z10, which is one of the two new handsets being introduced, will be available on Friday, but many wonder if the new smartphone’s performance will be enough for the company to make a complete comeback.
Observers do not believe it will be easy for the phone maker to win back their clientele or gain new users. The company used to dominate the smartphone market, but has lost ground to both Apple and Samsung. In 2011, the Canadian smartphone maker held a 10.3% market share and that shrank to only 4.6% in 2012.
Nearly everything the company is worth is being bet on in the two new models being released this year. Those people who have seen the phone before its release describe it as being stylish, smooth, sleek, but lacking the one feature, which gives it the “wow factor.”
Investors hope the new smartphones will be a hit with both consumers and the business world as they have pushed the price of the stock up over 150% over the last six months.
CEO Heins’ expectations are quite simple. He wants the Z10 launch to help maintain the company’s current customer base, acquire new converts and to try to persuade those former Blackberry customers to return once again to use the new products.
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