Blackberry.com | price not yet announced: Maybe the fourth time’s the charm for BlackBerry?
The company’s revealed the BlackBerry Z30 smartphone, which boasts a five-inch screen (the company’s largest), impressive speakers and battery life (25 hours of mixed use), with a faster processor powering an updated operating system.
The keyboard is now virtual, but with few smartphones on the market featuring a physical qwerty keyboard, buttons to press are less of a demand these days.
BlackBerry’s Q10 failed to excite when it was released in April, seeing little to no demand. But the Z30, Blackberry’s new flagship phone, is worth considering.
It’s the fourth phone BlackBerry has launched this year, including the Z10, Q10 and the cheaper Q5, all powered by the new BlackBerry 10 operating system — and many consider the devices a last-ditch effort to save the company before splitting up its divisions, including its messenger service.
The new phone features an attractive design and powerful processor. But to succeed, it will need to steal some attention away from Apple’s, Samsung’s, HTC’s and Nokia’s new handsets, and unfortunately for BlackBerry, those companies have deeper pockets for marketing campaigns.
Customers in the U.S. will have to wait for the Z30, which is being rolled out in the U.K. and the Middle East before hitting more markets this fall. That assumes that BlackBerry stays in business; last week it announced it would lay off 40% of its workforce.