There are far more consumer users of smartphones than business users. For the new BlackBerry 10 operating system to succeed, the company needs to recapture the consumer market.

Since the Z10 is the first handset that runs the BB 10 OS, BlackBerry should be prepared to provide exceptional technical support to iron out bugs and teething problems. However, it is not doing itself any favor by charging  US$49 per incident. The logic is simple: a frustrated user = an unhappy user = a lost customer. 

BlackBerry does provide forum support but on many occasions, I read that users have been told to report the problems/bugs to their carrier who in turn takes up the issue with BlackBerry. That is inefficient and cumbersome. 

I think the way forward is to provide 90 days free telephone/email support for new handset owners. I think Apple is spot on in this aspect.