NEW DELHI, INDIA: BlackBerry launched the Q10
in India on Thursday - the second of the two BB10 OS-based handsets
that were first shown at the company's global BB 10 event in January
this year. And it's priced at a staggering Rs. 44,990 (around $820).
BlackBerry loyalists who haven't been excited by the all-touch (and
high-priced Z10) were hoping for a much lower pricetag on the Q10.
They've been disappointed.
The first six months of 2013 have gone by with the one, high-priced,
all-touch BB10 model, the Z10. And the last thing BlackBerry needed now
was an expensive companion model.
Don't get me wrong. By all accounts, the Q10 is outstanding.
From keyboard to overall design and engineering, sharp 3.1-inch
AMOLED multi-touch display, a unique carbon-weave pattern on the back
(black model only), noise-cancellation tech, and a better radio
(adaptive signal strength modification, for better reception in low
signal).
There's 4G and NFC (near-field communications), 16 GB internal storage and a 2100 mAh battery (okay, but not spectacular).
I've been using the Z10 for three months, most things are great about
it, but there's the missing keyboard. I'd love the Z10, but with a
BlackBerry keyboard added. That's the Q10. I want it.
So, what's the problem? The price.
At this price-point, most people - even BB loyalists - will not buy a
phone with a keyboard, and especially not a BlackBerry. At the Rs. 45k
level, buyers expect the iPhone - or something seriously "cooler" or
different - with a large, multi-touch screen.
What's more, BlackBerry had begun to make major inroads into the
younger segment in India, with cheap plans (Rs. 99 for BBM) and handsets
(starting at Rs. 10,000). It has nothing new yet to offer this growing
segment. The Q5, a colourful BB10 device aimed at this segment, is at
least three months away (also with a 3.1 inch touchscreen and keyboard).
And we don't know the price yet.
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