BlackBerry's rebranding after changing its name from RIM is in full swing and the company has this month launched his latest handset in New Zealand, the Z10.
The new smartphone features the re-engineered BlackBerry 10 platform, and comes with the BlackBerry 10.1 software update.
The company has built its own new operating system and says it is a big move away from the previous one. "The user interface [in the previous OS] wasn't forward thinking. BlackBerry today is all about forward thinking," says the company's country manager for NZ and the South Pacific and head of enterprise and government, Matthew Telfer.
"This relaunch is critical to us as a company," he adds.
The Z10 is BlackBerry's first full touch device but, according to Telfer, this means a broader choice for customers, rather than a move away from the QWERTY keyboard. "There is real demand for QWERTY devices. People want choice. We believe in full touch and in QWERTY," he says.
Telfer says the handset is one component of a much larger strategy for the company, with BlackBerry placing its focus on end-point management solutions. "That's where we're really staking a claim," he says.
"We have a small channel community in New Zealand. It is my view that we need to expand it into mobility computing which is where we're going as a company," adds Telfer.
“New Zealanders will love the new BlackBerry Z10 smartphone, running the re-designed BlackBerry 10 platform. The platform learns from your gestures, commands and words and is designed to keep you moving, whether at work or at play,” says Matthew Ball, managing director, BlackBerry Australia and New Zealand.
“The availability of the BlackBerry Z10 smartphone and BlackBerry 10 platform introduces exciting new possibilities for our customers, channel partners and app developers in New Zealand. We’re looking forward to BlackBerry being the phone of choice for both consumers and business customers in New Zealand," he adds.