“Nothing from BlackBerry 7 is in BlackBerry 10, nothing,” said Research In Motion’s CEO, Thorsten Heins in an interview with eWEEK. Although, Heins added, “that the DNA is still there so the experience will still feel intuitive to longtime BlackBerry users.”
Heins additionally reiterated what we’ve come to understand about the end of the home-screen for the go-between of apps. Heins explains the ‘flow’ in BlackBerry 10:
There’s a lot of consumer and corporate research on how do people use their devices. … That led to a whole new user design for the flow of the applications. So right now if you look at [competitors’] devices, you have the tiled screen or you have the icons. What do you do [if you need information], you call an app. Work within that app, want to do something different? Back, new app. Need to do something else? Back, new app. What BlackBerry 10 will do for you is stop this paradigm of ‘in-out,’ as we call it, and through multi-tasking, real-time capabilities will allow you to flow across those applications.
… You can have corporate-liable versus personal information on the device, and you can even flow across those domains easily. One swipe and you’re there.
Corporate or consumer customers are no longer RIM’s primary target audience, but The BlackBerry People as they’re dubbed at RIM. These are device users who are busy, passionate and want to be successful. How this translates to BlackBerry 10, said Heins, is that RIM designed it for people “who need to stay ahead of the game.” Heins continues describing BB10’s flow:
You have to make decisions, you have to direct information, you have to give out information, and you have to do this on various channels—corporate email, private email, Twitter, Facebook, whatever. You have tons of channels coming at you, and how do you get all this instruction, how do you deal with it? That paradigm—you get sick and tired of always having to call up a new application. Something’s on LinkedIn, go to LinkedIn. Something’s on Twitter, go to Twitter. You will see that on BB10, it’s so easy. It’sso well-integrated. …
What else? Fans of non-QWERTY devices can expect a better experience on BlackBerry 10. We’ve spent a lot of innovation on the full-touch virtual keypad. That was huge. We want the typing experience on the [touch-based BlackBerry] to get at least as close as it can to a physical QWERTY.
RIM hasn’t taken the easy way out – like most mobile vendors. They’ve stayed true to themselves and haven’t sacrificed their core users by pushing them to Android. BlackBerry 10 really looks to be a whole new approach to the mobile user interface and experience. We’re itching for Q1 2013 to hurry up and get here.