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We invented the smartphone category back in 1999. What happened six years ago -- and it was

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primarily driven by the U.S. market -- a new paradigm emerged in which three elements became

important: web browsing, multimedia and apps. We started to develop those on BlackBerry 7, but

BlackBerrys were used primarily in the corporate environment. The applications on the device were

being restricted by IT departments. Consumers were not experiencing the full scope of what was

developed for those devices, and very often you'd go to Wall Street and see people with two devices.

One for work, one for play.
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Yes. And so what we wanted to do with our new platform was address all facets of your life: the

personal and the professional. On a smartphone today, you expect a great browser, great multimedia

capabilities and a large number of apps. We've built those three things, but that's table stakes.

The dominant paradigm right now is something I call "in and out." You want to do something, you

click on the app icon. If you want to do something else, you press the home button and you click on

another app. The paradigm we've introduced is there is no home button. You flow seamlessly from

one thing to another with simple gestures.

I was surprised at how happy people were when you announced that the Q10 would have a physical

keyboard.

Some consumers want a physical-keyboard-typing experience, so they can type without looking. But

they also want the largest possible screen.

So there's a segment of your target market that's willing to trade that inch of screen for a physical

keyboard?

We're not going to dictate which form factor people are going to take. But we're going to try to do the

best possible of both. If you want the large screen of the Z10, there's no compromising your typing

experience. On the Q10, if you're a die-hard physical-keyboard person, we've extended that screen

by 20% and it gives you a great viewing experience. I'm pretty sure that a number of "die-hard"

physical-keyboard users will switch to the Z10.

What makes you think people who haven't previously transitioned to an all-touchscreen phone are

going to do it now?

Not only is it the predictive text, but the phone learns which keys you are likely to press. There is a

heat map under the virtual keyboard. So, if you have a tendency to press in between certain keys and

correct yourself three times, it will learn what you meant to type and correct it automatically.

What's your marketing plan to recapture share?

Marketing is all about showing what you can do vs. telling. What we started to do a number of months

ago is conduct face-to-face demonstrations of BlackBerry 10.

With whom?

Application developers, carriers, CIOs, CEOs, celebrities, reporters and BlackBerry fans so that they

can see for themselves so they can talk about it, tweet about it, blog about it. If you look at sentiment