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RIM changes name, unveils BlackBerry 10 in comeback bid

Agencies  |  New York/ Toronto 

Ltd renamed itself and unveiled the new 10 line-up at an event in New York this morning, aiming to lure back customers who have defected to Inc and Co.

Chief Executive Officer took the stage to introduce a touch-screen phone called the Z10 and a model named the Q10 with a qwerty keyboard, both of which will run the new BB10 software. The Z10, which starts at $199 with a wireless contract, will be available on January 31 in the UK, on February 5 in Canada, and in March in the US. The Q10 will follow in coming weeks, the company said. “We have transformed ourselves inside and out, and we have defined our vision... which makes today the perfect time for another big announcement I want to share. From this point forward, RIM becomes ” Heins said at the New York launch. “It is one brand; it is one promise.”

The event marks a do-or-die moment for Heins and the company, which has seen its market share fall to a quarter of what it was three years ago. They’re counting on the 10 to reverse that slide and ultimately return the Waterloo, Ontario-based company to profitability.

“This thing has to have legs,” said Gus Papageorgiou, an analyst at Scotia Capital in Toronto.

OS: 10

Display: 4.2-inch, 1,280 x 768, four-point multitouch 


Processor: 1.5GHz dual-core

Storage: 16 GB internal, hot-swappable MicroSD up to 32 GB
Camera (rear/front): 8MP/2MP

Talktime: Up to 10 hours on 3G (claimed)

Sources: BlackBerry, tech websites & Agencies

The touch version of the phone relies on a virtual keyboard that learns where you usually hit the keys.

First Published: Thu, January 31 2013. 00:28 IST