Telecommunications firm EE has today announced the launch of the new BlackBerry Z10 smartphone which exclusively operates with 4G as the smartphone giant unveils its latest handset.
Available at EE’s stores and online shop from tomorrow, the Z10 will initially be available solely to UK customers and boasts a series of upgrades and redesigns as the company seeks to take on competitors including Apple in the ever-growing smartphone market.
Advancements were unveiled by the phone giant in New York today and include a 4.2 inch touchscreen, a ‘peak and flow’ function into the BlackBerry hub to align the central inbox as well as face-to-face BlackBerry Messenger with screen share.
Offering a range of price plans, EE, which earlier this month announced plans to consolidate its store portfolio since its rebranding in October last year, believes that the latest model emphasises the power of 4G.
EE’s Director of Products and Devices Peter Jevons explained: “We’re delighted to launch the BlackBerry Z10 smartphone and offer consumers and business users in the UK the first 4G-enabled BlackBerry handset.
“The Z10 has been designed with 4G in mind and when combined with the UK’s only superfast 4G network, BlackBerry 10 becomes one of the most advanced connected platforms on the market – allowing customers to download content, email and share files in a way they haven’t been able to on a BlackBerry smartphone before.”
Telecommunications company Research In Motion (RIM), which makes the famous devices, also announced today that it is changing its name to BlackBerry as company CEO Thorsten Heins hailed a “new day in the history of BlackBerry”.
Such a revitalisation may prove well timed for the company, following disappointing Christmas trading figures from rival Apple, which yesterday unveiled a 128GB iPad in the hope of boosting sales.
Commenting on the Z10 launch, Carlo Chiarello, EVP of Global Smartphone Business at BlackBerry, said: “The BlackBerry Z10 smartphone delivers a powerful new platform for BlackBerry customers.
“Combined with the 4G network and service plans from EE, BlackBerry Z10 customers will be delighted with a re-invented communication experience, seamless multitasking, easy access to multiple social networks, and the peace of mind that BlackBerry security gives them.”