Do You See Anyone Lining Up? The BlackBerry Z10 Is On Sale Today… At AT&T Stores

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March 22, 2013 ‐ By
German Chancellor Angela Merkel is not impressed by her BlackBerry. Photo by: Julian Stratenschulte/picture-alliance/dpa/AP Images

German Chancellor Angela Merkel is not impressed by her BlackBerry. (Note: That’s not a Z10.) Photo by: Julian Stratenschulte/picture-alliance/dpa/AP Images

Nearly two months after unveiling their new devices at a big star-studded event, the new BlackBerry Z10 device is finally on sale. But only at AT&T stores.

The phone is $199. But only with a two-year contract.

The BlackBerry Z10 will be available for Verizon and T-Mobile customers… next week.

We give BlackBerry credit: No matter what anyone says, they will not go gentle into that good night. CEO Heins Thorsten is still talking smack and crowing about how good his phones are. They’re putting up a fight, working to reinforce its “position” in the crowded and cutthroat smartphone marketplace.

“BlackBerry’s position still is very much like its old position, in that the device is still aimed at the connected professional, or what Heins calls ‘the hyperconnected multitasker.’,” writes ABC News. Indeed, you still hear stories about people who absolutely adore the QWERTY keyboard on the BlackBerry. And ABC News says the Z10 is a good phone.

But unfortunately, BlackBerry has a number of problems. The first is the “out of sight, out of mind” mentality; the company’s market share has dropped, a lot of apps aren’t available on the BlackBerry, and with all the chatter about Android, Samsung Galaxy, iPhone, HTC, etc, few people are paying much attention to BlackBerry. Without attention, you can’t drive sales.

Another problem is timing. The new Samsung Galaxy was just introduced and a new iPhone is likely on the way.

And finally, the BlackBerry brand is not perceived as an innovative one anymore. Although Thorsten is quick to call out Apple for being old, few people can pinpoint anything new that BlackBerry has done in a long while. In fact, the thing that their devices are best known for — the aforementioned QWERTY keyboard — is even older. And the attempt to add a little celebrity sparkle to the brand via Alicia Keys seems to have fallen flat. I can’t think of anything that I’ve heard about the partnership since it was announced.

So BlackBerry has a steep mountain to climb and there are some who are already counting the company out entirely. Any thoughts? Please take to the comments.

That's better.

That’s better.

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  • Ladydi82

    Apple iphone will be #1 forever. No debate.