Research in Motion (RIM) has had its share of troubles in 2012, but the company has not thrown in the towel by any means. On the contrary, RIM has adjusted its focus to target business professionals instead of general consumers. On Sep. 25, 2012, at BlackBerry Jam Americas in San Jose, Calif., RIM CEO Thorsten Heins and Vivek Bhardwaj, the head of RIM’s software portfolio EMEA, demonstrated what the new BlackBerry 10 can do.
The BlackBerry 10 has two “user experiences,” which Heins referred to as “Hub” and “Flow.” Users can easily move back and forth between the two with simple thumb swipe. In fact, one of the device’s biggest selling features is the fact that most functions can be performed with a touch or swipe of the thumb, making one-handed navigation much easier.
RIM serves an international clientele, so Heins made sure to point out that users can effortlessly send messages in any language and even transfer between languages within a single message. The device automatically adjusts to the language the user types.
Staying up to date with a rapidly changing world, the new BlackBerry 10 comes with a feature that allows people who bring their own devices to work to separate their personal and professional data. A user can easily tell whether he’s using his personal or professional account because the screens look entirely different. Employers can control what apps employees can download without affecting any activities on the personal side. And if an employee leaves a company, the CIO or IT department can wipe all professional data and leave the user’s personal data undisturbed.
The new BlackBerry 10 shows a lot of promise, particularly for business use. It has the touch screen that so many have come to know and love and a feature that makes it easy for a user to check messages without exiting the screen she’s already on.