Blackberry’s Latest Release – the Z3

Before the advent of the iPhone and the legion of other touchscreen smartphones that now dominate the market, BlackBerry stood alone at the top of the mountain. The Canadian handset maker was the undisputed king in the business user market segment, with professionals coveting the easy-to-use full keyboard and ability to quickly respond to messages and emails on the go.

With developments by other smartphone makers in recent years, the BlackBerry brand has lost some of its lustre. The company is hoping to gain new fans and reputation with a range of products aimed at the entry-level end of the market, beginning with the brand new BlackBerry Z3.


Brand New and Redesigned

Even though the BlackBerry Z3 is pitched at the entry-level end of the market, you should not assume that it isn’t a great device. Blackberry has benefitted from a strategic partnership with Foxconn (who do the heavy lifting in manufacturing iPhones) and the results are impressive.

A fully sized 5-inch touchscreen is the headline feature, and shows that the company is willing to listen to user criticism of smaller screens that have held its earlier devices back. In addition, there are two cameras – making for better video calls, with a 5-megapixel rear camera complemented with a 1.1 megapixel forward facing lens.

The screen displays at a handy 540 x 960 pixel resolution, which is about ideal for document and web page viewing, but will have some limitations for videos and higher quality media files. However, the battery life is much improved, with the inclusion of a non-removable “box” battery that is another marked difference from previous models.

In terms of limitations, this is definitely a low-storage phone, with only 8 gigabytes of available memory space meaning that archiving videos and large files will quickly exhaust the space. However, there is a slot for a microSD card, enabling easy movement of files between devices.

The 1.5 gigabytes of RAM on offer, coupled with a 1.2 GHz processor means the files that are on the Z3 are accessible fairly quickly, and run smoothly on the proprietary BlackBerry OS 10 interface. The unique operating system is a point of difference that attracts many BlackBerry fans, who don’t necessarily warm to the Apple and Android backed operating systems.

BlackBerry’s latest handset is a foray into the entry-level end of the market, and an attempt to win back market share in this niche. This is shown by the launch of the phone in Indonesia, and the code name for the handset being “Jakarta”. However, as far as BlackBerry phones go, the Z3 has gained positive reception, and it is likely a new generation of users will be won over by the lower priced BlackBerry offering.

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