BlackBerry 10 Offers A Differentiated User Experience: Ovum

Adam Leach, Principal Analyst at Ovum, shared his initial reaction after the launch of the BlackBerry 10 platform. Talking about the features of the platform he said, “The BlackBerry 10 platform offers a differentiated user experience in today’s crowded and homogenous smartphone market. The BlackBerry Z10 and Q10 will stand out from the Android masses and look distinct from Apple’s iPhone. The user experience of BlackBerry 10 introduces some nice new features but importantly builds on BlackBerry’s UI heritage and therefore will certainly appeal to existing BlackBerry users. However, the challenge for the company will be to attract new users and those that have already moved to alternative smartphones.”

He also added, “BlackBerry has rightly focused on ensuring that the BlackBerry 10 devices have a large catalogue of content and applications which is now essential for any modern smartphone, and achieving 70,000 applications at the launch of a new platform is good start.”

Leach concluded, “However, Ovum believes that despite a well-designed BlackBerry 10 platform, that will certainly attract short-term interest from existing users the company will struggle to appeal to a wider audience and in the long-term will become a niche player in the smartphone market.”

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