#SurfacePhone #BlackBerry – Microsoft Surface Phone Will Face Off Against an All-New BlackBerry : BlackBerry Ltd.’s upcoming and final device is probably going to make a huge statement. The Canadian tech major has long confirmed that it’s saying goodbye to its hardware business. Next on the agenda: building itself into a formidable software and mobile security giant. The company assures us it will release one last handset before it closes the curtains. That device should drop in the early part of next year. The new BlackBerry launch ties in with the expected release of Microsoft’s Surface phone.
When it comes to their handsets, both companies are more alike than one might think. BlackBerry and Microsoft are respected software majors. In spite of this, the smartphones they release don’t make much of an impression on consumers.
BlackBerry has never pushed out low-quality devices, which makes the death of its smartphone business all the more tragic. Phones like the Leap, Passport and Priv — its latest flagship — didn’t fail because they were poor performers. These products couldn’t rake in appeal simply because they were BlackBerries.
Many people today tend to associate the brand with its famously rigid operating system, mild innovation trends and a long-overdue jump to Google’s Android. Barely giving in to industry trends, BlackBerry Ltd. held on tightly to its view of how a smartphone should behave and lost favor to the likes of iOS and the more widespread Android platform. The Ontario-based firm once held 50 percent of the globe’s smartphone market.
In terms of handset products, Microsoft Corporation is more or less the American equivalent of BlackBerry. It is a renowned and trusted software giant that, for some reason, gets a lot of skepticism thrown its way whenever it decides to release a smartphone. $2 billion were forked out to purchase Nokia’s falling smartphone business. Safe to say the company failed to see any significant return on that investment. Even the makers of the Windows operating systems couldn’t turn people into Lumia fanatics.
Fair to Microsoft, the company is a newbie to the smartphone scene. But there is no considerable trend in purchases to suggest Windows phones are gaining appeal among smartphone buyers.