Tech Talk: BlackBerry’s Trying to Hang In There, Introduces BlackBerry World

January 22, 2013  |  

Eric Reed/AP Images for BlackBerry

Oh you BlackBerry… Trying so hard but still in so much trouble.

Research in Motion has renamed its app store BlackBerry World, dropping the App from between the two words. According to Mashable, it’s a rebranding by the company that seeks to acknowledge the music and video content that it will offer with the new BlackBerry 10 mobile platform that’s just days from launch.

According to ZDNet, the BlackBerry 10 aims to bring “excitement” back to the mobile world, with “leaked” images showing a new interface with a new design. The video in the story (it’s in German with a few subtitles) talks up some of the things that the speaker says are improvements upon the iPhone, but it looks a lot like the iPhone as well. The advancements will likely convince those that are still fans of the BlackBerry to upgrade. But the key to regaining market share will be convincing those that have moved on to Android or Apple devices to switch.

Perhaps conceding that it has done better in the area of software than design, there’s word that RIM might be willing to license the software to devices produced by other companies.

“But before doing anything drastic, [RIM CEO Thorsten] Heins said, the company will wait to see how the company’s own devices running BlackBerry 10 perform in the market,” reports the Los Angeles Times. Are you interested in the new BlackBerry 10 device? Would you be more interested if the insides of the BlackBerry were in another device?

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