BlackBerry launches much awaited Z10

BlackBerry officially launched its much-talked-about Blackberry Z10 smartphone yesterday, touted to revive Blackberry's business.

According to Chris Jones, senior marketing manager for BlackBerry Malaysia, apart from the introduction of the new model, the other highlights include a new operating system with features such as the BlackBerry Hub and BlackBerry Balance, which are not offered by its competitors.

"I'm confident we'll reach number two position [in the smartphone category] by the end of the year," said Annamalai Muthu (pictured), country director for Malaysia, Blackberry.

As at launch time, BlackBerry 10 has had 70,000 apps developed for its OS worldwide.

Locally, there are more than 100 apps developed on the platform, some of which include those made for brands like AirAsia, CIMB and Sunlight Taxi.

AirAsia senior product manager, technology and innovation, Rashdan Harith, said AirAsia has been developing the app for the past three months, leveraging on the strengths of BlackBerry 10.

When asked whether the Z10 can revive BlackBerry, Hooi Hing Chuan, chief technology officer, MNC Wireless tells A+M that it is still too early to tell. "However, the new operating system provides great opportunities for developers, such as the BB Hub, which is a useful integrated system," Hooi said.

The marketing campaign for the Z10 kicked off yesterday, with roadshows, TVC, press and out-of-home ads until the end of April.

For BlackBerry Z10, Tempus Communications manages its PR and events, BBDO creative, while Starcom MediaVest Group is the media agency.