BlackBerry has launched its new Z30 flagship smartphone, hoping to revive decreasing sales, while the company’s future remains uncertain.
The Z30 device, running on BlackBerry’s 10 operating system, features a five-inch touchscreen and a 1.7GHz processor. Having been first unveiled at an event in Kuala Lumpur today, Malaysia, the device will compete in the market with Apple’s iPhone 5S and Samsung’s Galaxy S4.
BlackBerry, once a pioneer of the smartphone technology, has been struggling to achieve its goal of making its BlackBerry 10 operating system the number three in the world after Google’s Android and Apple's iOS.
Industry data suggest though that BlackBerry is most likely going to lose the battle as Microsoft’s Windows Phone platform seems to be positioning itself to become the world’s third most used smartphone operating system, underlining its ambitions with a recently announced purchase of Nokia.
As BlackBerry’s sales have continuously been declining, the company announced last month it was considering its future options, including an outright sale.
Despite positive reviews of the new Z10 smartphone, industry experts have expressed concerns the Canadian company is most probably not in the financial position to compete with expensive marketing campaigns of its competitors.
The Z30 will arrive in stores in the UK and the Middle East by the beginning of the next week.