About | Contact | SUBMIT PRESS | Advertise | FAQ
Newsletters | Twitter |
HomeNewsArticlesExpertsDataJobsEDULBSEVENTSDIRBLOGSocialGeoJobs
Software | Webmaps | Submit Press | Utilities | Geo BIZ | iOS | Social Media | LBS | Webinars | LiDAR | Cloud  
advertisement

Top Geo News
Put Your News here! 
 


The Sub $150 Unlocked Android mini smartphone from Cedar Tree Technologies, the CMP1

Got news? TELL US...
submit press to GISuser

Social Connect




@GISuser

GISuser Sponsor


GISuser Videos


See also SpatialVideos Youtube

Recent Site Additions
GISuser Sponsor

GIS Job Opportunities
Geojobs.biz careers 

More at GeoJobs.BIZ!

GISuser Sponsor


Home arrow News arrow Mobile Technology arrow Comment - The success of the first BlackBerry 10 device is vital for RIMís survival     

HOT JOB
post a GIS job * THE NEW GEOJOBS.BIZ!!! * 
See THOUSANDS of jobs on GeoJobs.Biz
Submit News/tips to press @gisuser.com
Comment - The success of the first BlackBerry 10 device is vital for RIMís survival PDF Print E-mail
GIS News
Written by glenn   
29 January 2013
Malik Saadi, Principal Analyst at Informa Telecoms & Media comments ahead of the BB10 launch tomorrow.


The BlackBerry brand continues to lose its luster and RIM is now relying on its BB10 platform, which it has developed from scratch, to regain consumer confidence in its brand. The success, or otherwise, of the first device powered by the new platform will determine RIMís future.

In developed markets, BlackBerry is no longer perceived as a premium brand and subscribers in these regions have deserted the platform in their masses due to the lack of attractive devices. In 2012, the company sold fewer than 14 million BlackBerry phones in Western Europe and North America combined. However, RIM could well win these users back if it can offer them a premium user experience in line with the quality of its services, notably its BBM messaging platform and its e-mail services. And this is exactly what RIM is trying to achieve with the introduction of the BB10 platform.

In emerging markets, the situation is different. The introduction of affordable BlackBerry devices such as the BlackBerry Curve has enabled RIM to attract a large audience in the region, mainly young professionals and students. The significant drop in BlackBerryís average selling price (ASP) from US$280 in 2010 to US$200 in 2012 has helped RIM to maintain a decent rate of growth in device sales in these regions. If RIM is to target the same audience in these emerging markets, the new device should not be priced higher than US$250, which is highly unlikely.

However, the challenge RIM faces is not so much related to the deviceís performance or its appeal but is more to do with how consumers will react to its brand new approach to the user experience.

No doubt it will be challenging for RIM to push the new device to consumers in retail stores. Sales representatives often prefer to sell as many phones as quickly as possible, preferably ones that donít require too much effort in educating the consumer. This happens each time a new platform is introduced to the market. For example, the shipments of iPhone, Android and Windows Phone devices did not exceed 1.1 million, 0.8 million and 0.9 million, respectively, in the first three months after they were launched.

So, given the very fast growing smartphone market, RIM should aim to sell at least 1 million units of the new device in the first quarter after its launch. Anything below this would call into question the companyís ability to execute its marketing strategy while anything above 3 million units would be a spectacular performance, which will undoubtedly resurrect both the consumersí and the investorsí confidence in the BlackBerry brand.

Performance of BlackBerry smartphones, 2010-2012


2010

2012

Share of total smartphone sales

14%

4%

BB sales (million units)

37.0

27.5

Share of emerging markets

25%

47%

Share of developed markets

75%

53%

Global ASP (US$)

327.0

235.0

ASP in emerging markets (US$)

280.0

200.0

ASP in developed markets (US$)

343.0

266.0

Source: Informa Telecoms & Media

For more information or to arrange an interview, please contact:


Twitter: @informatm_pr

About Informa Telecoms & Media

Informa Telecoms & Media (www.informatandm.com) is the leading provider of business intelligence and strategic services to the global telecoms and media markets.

 

 
< Prev   Next >

 Did you enjoy this article/news and want to stay informed? 
Click to subscribe to the 2X A Week GISuser Today E-Newsletter


Submit Your GIS/Geo News/PR


blog comments powered by Disqus
Geo EDU Tip
To GISP or Not? What Does It Mean To You? 
HOT Devices
Video - Trimble Positions and the Geo Explorer 6000 XH
Social Media Tips
10 Map Services Your Business MUST Be Listed in
 
Featured Events
  • FOSS4G 2014 - Put on by OSGeo, FOSS4G is the international gathering of open source and geospatial tribes. Join us in Portland, Oregon, USA, Sept 8th-12th
  • Esri Business Summit July 12-15, 2014 - Learn what works and what doesn't work when applying Location Analytics and GIS to business processes from the experts Ė people just like you. Get the backstory on just how much GIS and Location Analytics is making a difference in their businesses.
  • Trimble Dimmensions - Trimble Dimensions User Conference is the premier event of the year for professionals wishing to stay on top of the most current information on a wide range of technologies. This educational, networking and hands-on training conference provides insight into how you can achieve greater success in your workplace. Nov 3-5, Las Vegas, NV

 List Your Event Here 

THE GISuser Newsletter

See Recent edition
newsletter

subscribe GISuser

We won't share your address!
Sponsor


Popular Stuff!


GISuser Site Sponsor


Partner Sites

lidar news
lbszone.com

amerisurv

symbianone

geojobs Geo jobs

geoLearn

A Spatial Media LLC property



Spatial Media, LLC ©2003 - 2013 All rights reserved / Privacy Statement