BB10 - Innovation or just another smartphone?

Finally BlackBerry (or should I call them RIM) launched BB10 software and two new phones – Z10 and Q10 on January 30^th, 2013. This blog is not a review of these phones or BB10 software platform but an attempt to understand company’s current innovation model and business strategy.
Lets focus on Z10. It is a pretty decent Smartphone with competitive features and design. Market was waiting anxiously for BB10 as most of the analysts predicted that RIM’s future depends upon success of BB10 generation phones. After months of delays BlackBerry launched a product that I would say is not disappointing but neither is a ray of hope.
Innovation is the mantra in technology industry and if you are in Smartphone business, you have to innovate continuously to attract customers who are curious, tech sensitive and impatient. Apple created Smartphone segment and lived up to the expectations of the customers and tech pundits not just once but repeatedly. Android (Read Google) enabled Smartphones (Read Samsung) smelled the opportunity and took advantage of following Apple as first followers. Most importantly Samsung and other Android enabled devices are following the path of continuous innovation (Check out Samsung’s new bendable screens) and pushing hard to overtake the Smartphone market Godfather Apple. However, once recognized as Smartphone giant, BB got lost in this race completely. They not only lost the opportunity of creating this market segment (understandable as they did not have Jobs) but also missed the bus by not jumping into this segment right behind Apple. Now they have come up with BB10/Z10 which is a competitive product but innovative? No way. You cannot call converting keyboard to touch screen and introducing an external battery charger innovation. Strong OS, security feature and user friendly texting were already part of BB’s strength before this launch. Most of the features are mere improvements of currently available smartphones features or BB phones itself. It will be interesting to see whether BB would be able to come up with BB11,12,13...launches every six months to one year or not(And obviously with even better features that can woo customers). People may argue that this is highly innovative product as compared to previous BB products, but who cares (except for few BB fans) that Z10 is better among BB products. Innovation is measured across an industry, not across one company’s products. BB could have learned from Amazon who forced Apple to launch iPad mini by creating another segment altogether in tablets market (anyone remembers Playbook??). I pity BB for appointing Alicia Keys as new Global Creative Director as this is not going to help them in improving their odds to become innovation leaders.  
BB10/Z10 needs to make money. BlackBerry has currently 6% market share with forecasts projecting 5.9% in 2016 (Source: please check here). They have to attract users to buy Z10 and develop those users as brand ambassadors. Is there any key feature in Z10 that will force Apple or Android users to switch? Forget about switching, why would first time Smartphone buyers consider Z10 as their first choice? iPhone users who have bought iPad and Mac would never leave iOS platform, iTunes and apps. Android is growing strong by improving their OS and adding more apps. Android phones provide plenty of choices in smartphone devices with a strong support by Google. With 70,000 odd apps, no strong music store, no strong developer community and potentially no other device in portfolio, is BlackBerry attractive option to switch? At least not for now.
BB is taking more than a month to bring this product in US market after showcasing Z10. This will disappoint even those users who are interested in this device. I highly doubt that customers would be lining up outside stores to buy Z10. Sales will surely increase after this launch but would that revive the whole company?
BlackBerry has a great history. They still have a strong business across globe with more than $ 2 billion in cash. But their struggle starts and finishes at home, North America.  Z10 is competitive but not one step ahead of any other phone. This is true specifically in current market where smartphone users are connected to a system that gives more value out of a smartphone than it’s market price. The only option for Heins and his team is to keep everyone on their toes and use innovation as fuel. I am not a BlackBerry hater. I believe turnaround of this company is possible but not by appointing a celebrity their Global Creative Director and following other companies innovations. True innovation with continuous cycle is the only option that will survive this company.