The second model Q10, which features a physical QWERTY keyboard, will be launched only by April. Furthermore, India is the first country in the Asia Pacific region to have Blackberry Z10 on sale, signaling the importance the Indian market holds in Blackberry's growth blueprint BB OS 10 is Blackberry's last attempt at conquering heavy market share loss in India and overseas by Samsung that uses the Android operating system and lastly by Apple's operating system IOs.
On the sideline of the launch, Kritika Saxena, of CNBC-TV18, spoke to Vivek Bharadwaj, global head - software portfolio, Blackberry to find out what the new platform BB10 has what Android and Apple's operating system IOs don't have.
Bharadwaj says that BBM has always been very unique for Blackberry and now the company has added new functionality like video chat and screen chat along with an amazing touch screen keyboard because the real-time instant messaging (IM) app provides as good as typing experience. We are innovating on the keyboard like no one else that is a great exciting opportunity which no other platform delivers. We decided to do everything gesture based which does not exist today.
Q: Last two years has been difficult for Blackberry. Are you confident that Blackberry 10 will help the company will get back the market share that you lost over the last 1.5-2 years?
A: We have lost market share in North America but we are growing in other areas around the world.
Q: How has India market been?
A: The Indian market has been strong for the company. We are growing in the Middle East, Africa and Indonesia.
Q: In the India market, domestic players are coming up with fairly cheaper, more affordable segments to which the larger players are reacting by cutting prices or coming up with differentiated offerings across affordable segments. Will that kind of cerate a slightly tepid growth trajectory for Blackberry?
A: Not at all. We place ourselves on the technology curves slightly further ahead. So, whilst there are lot of domestic players and manufacturers in Asia spitting out phones every week, our focus is on cutting edge technology. Those customers today who can only afford or only aspire to have entry level feature type phones one day will want a mobile computing experience.
Q: Are consumers open to pricing or are there concerns being raised with respect to pricing, because at Rs 43,490 for an India market considering there are other options available. Is it only affordable for your corporate or enterprise client?
A: When a brand new platform like this is launched from scratch then we make sure that we recognize the value of our brand and our product and the pricing reflects that. Today we launched Z10 at a certain price but that is not to say that there won't be future products at varied prices.
Q: The 3G segment has been growing and changing the overall landscape for the smart phone market in India, how confident are you that the smart phone market will continue to grow and how confident are you that Blackberry will be able to tap into India's growing opportunity?
A: Today the penetration of smart phone is very small. We have been working very closely with the carrier partners; they are a huge piece of our value chain. We are confident that they will work through issues that they have today as well as look to get 4G up and running. I think 4G is the real defining point for carriers and networks.
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