Behind BlackBerry's do-or-die makeover is an Indian name

Jan 31 2013, 09:58 IST
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Bhardwaj, BlackBerry CEO Thorsten Heins on Wednesday Bhardwaj, BlackBerry CEO Thorsten Heins on Wednesday
SummaryBritish-born Vivek Bhardwaj is the head of RIM’s software portfolio.

for him about BB10 was integrating all features into a single experience. “This, however, has created our greatest opportunity. A user experience like no other platform and integration that we call BlackBerry Flow,” he said.

While BlackBerry phones are known for their physical QWERTY keyboards, the new platform attempts to offer a great typing experience on touchscreen devices. “Touch typing is important and so is physical keyboard typing. We want to deliver the world’s leading typing experience no matter if it’s touch or physical and you’ll continue to see both offerings from us for a while to come,” he said, adding, “If it helps, I wrote all of this on my BlackBerry 10 smartphone.”

BB10 previews have received favourable comments from bloggers and developers, but it remains to be seen whether consumers take to the new devices.

Bhardwaj appears confident. “If you’re hyper-connected, love to multi-task, then BlackBerry 10 is the mobile computing platform for you. With BlackBerry Hub, Flow, and Balance, you can achieve all of that and more,” he said.

About the lessons learnt, he added: “It is important to remain focused and to deliver on the promise of your brand and vision. Don’t allow competitors’ weakness to be your strengths, but understand what makes you unique, different and special.”

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