The new Blackberry

Blackberry has revamped its phones and its company name in a major effort to get back into play in a market it once dominated.

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Thorsten Heins, the chief executive of BlackBerry, formerly Research in Motion, introduces the company's new phones. AFP

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BlackBerry reboots, rebrands in bid to reinvent

By John Biers (AFP)

The Z10. AFP

NEW YORK — BlackBerry launched its comeback effort Wednesday with a revamped platform and a pair of sleek new handsets, along with a company name change as part of a move to reinvent the smartphone maker.

Canadian-based Research in Motion said it changed its name to BlackBerry as it launched the BlackBerry 10, the new platform aimed at helping the firm regain traction in a market now dominated by rivals.

"From this point forward RIM becomes BlackBerry," chief executive Thorsten Heins told a glitzy unveiling in New York, one of the six global events for the launch. "It is one brand, it is one promise."

The company presented two new devices for its new platform, one with a physical keyboard called the Q10, and a touchscreen handset dubbed Z10.

The launch is seen as critical to BlackBerry, which had been the dominant smartphone maker before Apple launched its iPhone and others began using the Google Android operating system but now holds less than five percent of the global market, according to surveys.

BlackBerry has traditionally scored best with corporate clients who have been partial to the device's reputation for greater network security.

However, the smartphone market has been changing radically as more companies shift to a "bring your own device," or BYOD, model in which companies let workers choose their smartphone.

BlackBerry aims to target these users with a system that allows for separate spaces on a single device for work and personal data. Such an option means that if a user changes jobs, an employer can disable the device's corporate side without affecting personal data.

Other features include the capacity for users to share in real-time screens and complex data from two different locales on a messaging system. The phone also features an efficient writing device in which writers can flick a single character and generate an entire word in English, French, German or other languages. And there is a sophisticated camera system that allows users to tinker with and perfect images.

Heins said the device was geared for "people who are hyper connected socially" and "people who like to get things done."

The new device also starts with some 70,000 applications, including prominent offerings like Amazon's Kindle and LinkedIn.

Besides corporate clients, BlackBerry is targeting creative entrepreneurs and women, especially working mothers who lead a busy life. To that end, the company appointed pop star Alicia Keys as global creative director.

chief executive – the person with the highest rank in a company or an organisation ผู้บริหารสูงสุด
formerly – previously; in earlier times ก่อนหน้านี้
reboot – to switch a computer, mobile device, etc. off and then start it again immediately; to start something over again ปิดแล้วเปิดเครื่องใหม่
rebrand – to change the image of a company or an organisation or one of its products or services, for example by changing its name or by advertising it in a different way
bid – an attempt to do something ความพยายาม
reinvent – to present yourself/something in a new form or with a new image สร้างหรือนำเสนอในรูปแบบใหม่
launch – to start something เปิดโครงการ, เริ่มต้น, เริ่มทำ
comeback – a period when someone or something becomes successful or popular again การกลับมา(ดัง) อีกครั้ง
revamp – to make a major change or revision to something ปรับปรุงใหม่
platform – the type of computer system or the software that is used; an operating system ระบบปฏิบัติการซึ่งควบคุมการทำงานของคอมพิวเตอร์
pair – two of something คู่
sleek – fashionable and attractive in design; having an elegant smooth shape มันขลับ, ทันสมัย, คล่องแคล่ว
firm – a business or company บริษัท
regain – to get back something that was lost or taken away ได้กลับมา
traction – the degree to which a new idea, product, etc. is accepted by the public; the ability of wheels to move over a surface without slipping แรงดึง, แรงลาก
dominate – to be in control มีอำนาจเหนือ ครอบคลุม ควบคุม
rival – a person, team or business that competes with another คู่แข่ง
glitzy – appearing very attractive, exciting and impressive, in a way that is not always genuine; bright, exciting, and attractive but not always having real value น่าดึงดูด, ฉูดฉาด, บาดตา
unveil – to show or introduce a new plan, product, etc. to the public for the first time เปิดเผย, ประกาศให้รู้ทั่วไป
global – throughout the world ทั่วโลก
device – a machine or piece of equipment that does a particular job อุปกรณ์ เครื่องมือ เครื่องจักร
dubbed – called; given a name ถูกเรียก ตั้งฉายา
critical – extremely important because a future situation will be affected by it สำคัญยิ่ง
operating system – a set of programs that controls the way a computer works and runs other programs ระบบปฏิบัติการซึ่งควบคุมการทำงานของคอมพิวเตอร์
survey– to ask a large number of people questions to find out their opinions สำรวจ
traditionally – of something that has not changed for a long time ตามที่ปฏิบัติกันมา
score – to succeed; to have an advantage ประสบความสำเร็จ; ได้เปรีย
corporate – involving large companies  บริษัทใหญ่
client – a customer or someone who receives services ลูกค้า
partial to – liking somebody/something very much  ชอบ,  นิยม
reputation – the opinion people have about how good or bad someone or something is ชื่อเสียง
network – a large system of connected parts, organisations, people, etc. เครือข่าย
security – protection; safety from attack, harm, or damage ความมั่นคง, ระบบรักษาความปลอดภั, ความปลอดภัย
radical – new, different and likely to have a great effect  รุนแรง, สุดขีด,
shift – to change เปลี่ยน
aim – to have as your purpose or goal   มีเป้าหมาย  มีจุดมุ่งหมาย      
target – to direct something at someone or something ตั้งเป้าหมาย
data – facts or information used for making calculations or decisions ข้อมูล
option – a choice; something that you can choose in a particular situation ทางเลือก
disable – to make something unable to work so that it cannot be used ทำให้ไร้ความสามารถ
feature – something important, interesting or typical of a place or thing จุดเด่น, คุณสมบัติ
capacity – the ability to do a particular thing ความสามารถ,สมรรถภาพ
real-time – actual time; dealing with information as soon as it is received  ตามเวลาจริง
complex – having a lot of details or small parts that make it difficult to understand or deal with ซับซ้อน
locale – the place where something happens สถานที่
efficient – effective and well organized (the opposite is inefficient) มีประสิทธิภาพ
flick – to make something move quickly and suddenly, especially with a quick movement of the foot or hand สะบัด, ปัด
character – a letter, number, or symbol that is written, printed, or used in computer programs ตัวอักษร
sophisticated – complicated and advanced in design ที่มีการออกแบบให้ซับซ้อน
tinker – to make small changes to something in order to repair or improve it ซ่อมแซม,ปะ,บัดกรี
perfect – to make something perfect or as good as you can ทำให้สมบูรณ์
gear for – to prepare prepare something for an activity เตรียม ให้พร้อมสำหรับ
hyper- – more than normal; extremely; too much  มาก, เหนือ, เกิน, สูง
prominent – important and well known สำคัญ, มีชื่อเสียง, เด่น
creative – involving a lot of imagination and new ideas ซึ่งมีความคิดริเริ่ม, ซึ่งมีความคิดสร้างสรรค์
entrepreneur – someone who starts their own business, especially when this involves risks นักลงทุนทางการเงิน
appoint – to choose someone officially for a job or responsibility แต่งตั้ง,ตั้งให้เป็น

Related search: Blackberry 10, RIM, Thorsten Heins, Q10, Z10

About the author

Writer: Terry Fredrickson
Position: Education Marketing and Support Manager