BlackBerry Live is currently underway in Orlando but the keynote session just wrapped up after unveiling a collection of new updates, innovations, and marketing schemes. The BB executives surprised us all with the direction their taking the Canadian-based tech company and it looks like BB will have a hand in a little bit of everything. Here’s what we learned from the keynote speakers this morning. Spoiler alert: The Fabled R10 is going to be branded the BlackBerry Q5.
Mobile Devices
As expected, the BlackBerry Q10 will receive the BlackBerry10.1 OS but updates were also included on its QWERTY keypad. Since BlackBerry is essentially the only tech manufacturer who still uses a keypad on mobile devices, this isn’t the most exciting of upgrades though keyboard shortcuts will be in use. The BlackBerry Z10 will also be getting BB10.1 and the rumored R10, which will actually be dubbed the Q5, will launch globally this summer in red, white, black, and pink. No word yet on a price, though.
Apps
The execs noted that BlackBerry World, its app store, produces a revenue that’s more than twice Google Play’s. I have to admit I find this hard to believe and would appreciate some data to back up the claim, but if its true then I’m impressed with BB and kudos to them. World boasts more than 120,000 apps and will now feature Skype and Moog among them. That’s definitely a step in the right direction as yes, BB offered an eclectic range of apps for use, though few of them were actually worth using.
Automotive
At different points during today’s keynote, BlackBerry shared the stage with a QNX Bentley Continental GT, the CEO of Mercedes Benz, and Formula 1 racer Lewis Hamilton. BB appears poised to break into the world of automotive technologies using the Bentley GT as a concept vehicle for QNX embedded systems. QNX, of course, is the real-time embed OS recently acquired by BB.
The GT featured 2-way video calling that safety measures prevent from being fully operational when the car is in drive, a curved 17-inch display, and constant connectivity. Mercedes vehicles will all be outfitted with the QNX systems from now on, though it will be customized to its specific wants and needs.
Formula 1 racer Lewis Hamilton took to the stage to announce how BB will become a Formula 1 sponsor and begin developing new technologies for drivers and fans alike. This led to a transition to BlackBerry Messenger, something Hamilton says he uses all the time when travelling across the country.
BlackBerry Messenger, BlackBerry Channels
According to BB more than 60 million users opt for BBM as their means of messaging, sending over 10 billion messages per day which is more than twice the nearest competitor. Again, are you sure about those statistics BB? Anyway, BB is now launching BlackBerry Channels as a way of engaging with people and brands in real time–similar to Twitter. Its billed as the latest social engagement platform and will also act like an RSS feed updating the user of new posts from brands.
This feature is in beta as of today and, drum roll please, will launch on iOS and Android this summer! Woo! Though, can someone explain to me why anyone using iOS and Android would opt for BBM?
Alicia Keys
That’s right. Alicia Keys. The singer/songwriter who is apparently BB’s Global Creative Director also took to the stage to announce a new marketing effort geared towards women. She first outlined how women are a minority in high-powered workplace positions despite the fact that they obtain more and higher degrees than men. In an effort to curb the male dominance in executive positions, BB will be rolling out a scholarship program that will give outstanding women in specific technology and science curriculums a four-year full ride.
- via TheVerge
BB’s marketing campaign called ‘Keep Moving’ will also expand into grant-making territory to help support artists and their visions instead of supporting artists who support BB’s own brand. Pretty selfless and I like it.
BlackBerry Enterprise Service 10.1
A bit of a snoozer here but BB makes a lot of its dough in the enterprise realm. Security upgrades will be available to enterprise customers for free. A new feature called BlackBerry Balance allows an enterprise user to easily organize and distinguish their work information from personal data which is huge in a world dominated by BYOD. BB Enterprise 10.1 will also support Microsoft Exchange.
The Secure workspace is currently in beta though like most of the other products and updates will launch by the summer. This will provide a secure network for not only BlackBerry but also Android and iOS.
Bottom Line
BlackBerry is certainly trying to expand its reach in hopes of gaining a foothold in another market, possibly because its days in the mobile market are numbered. Despite all of their stats that boast the number of users they supposedly have, BB sales are in the toilet and its devices and overall technologies are no match for the likes of Apple, Google, and Samsung.
The marketing efforts and scholarship programs are certainly a breath of fresh air and the automotive integration will also be crucial, though both these target audiences are limited to techie women and people who can afford a Benz or Bentley.
