I did snort when I heard that Alicia Keyes was made the global creative director of Blackberry and I laughed out loud when it was rumoured that she tweeted the news from her iPhone. Blackberry have been in crisis for a couple of years, once the pioneer of smartphones they took their eye of the ball by trying to ram their tablet down our throats and pushing out dodgy devices after device. With Samsung, HTC, Apple and even Nokia are made their mark on smartphone universe it looked like Blackberry had bit the dust. Suddenly their cute devices looked very dated compared to the lush iPhones, HTC X and Ssmsung Galaxies that had flooded the market. Something needed to be done and Blackberry retreated to strategise and emerged with a new brand name, new ambassador (cough Alicia, drop the iPhone) and new smartphone. Enter Blackberry Z10, the phone that would put the brand back on the map. Well I decided to check out the Blackberry Z10 to see what the big deal is all about.
The phone is powered by Blackberry 10 which is the now operating system, the Blackberry Z10 and offers you a seamless way in using your apps and features. Like the Windows Phone you can keep all your favourite apps in one place so you have instant access to them. Blackberry’s piece de resistance is the BlackBerry Hub which gives you instant access to your emails, text messages and BBM. Since those are the tools that I use most then I really love this feature. The keyboard is not bad; it feels easy to type ond has a punchy feel when you swipe the keyboard. It is made to understand and adapt to our writing style, so we can type faster and more accurately. I didn’t really see any real evidence of this but I did feel more secure typing on this model than my Samsumg. It did feel odd having to constantly swipe upwards in order to move from A to B and with no back button, navigating between apps and screens was a real pain.
Overall the Blackberry Z10 is a massive improvement from their recent models and if you are a real communicator then this is the phone for you. The Blackberry Hub is a real seller but as a regular Smartphone the cons are too much for me to consider it as an option. Lack of compatibility to Instagram and Pinterest is annoying but at least the Whatsapp tool is a lot better than the previous version. In terms of touch screen phones the Blackberry Z10 does not really offer anything dramatically different from the other phones out there but the Blackberry Q10 which is keyboard based may be a different matter.
The BlackBerry Z10 is available on all major networks and sold in from Carphone Warehouss.