It’s make or break for BlackBerry as RIM gears up for Dubai BB10 launch

11 years ago | Posted in: Technology | 451 Views

Last minute preparations are underway in Dubai and five other global cities ahead of today’s launch of the latest BlackBerry handsets, which is described as a “make or break” moment for the struggling smartphone maker Research in Motion (RIM).

The Canadian firm is set to unveil its long-overdue BlackBerry 10 (BB10) operating system later today, as the once-pioneering brand looks to regain lost ground in the smartphone market, where it has been hit hard by rivals such as Apple and Samsung.

Most analysts consider the success of BB10 to be crucial for RIM’s long-term viability, although doubts remain about the ability of the new operating system and smartphone range to rescue the company.

“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 RIM’s future,” said Malik Saadi, principal analyst at Informa Telecoms and Media.

Dubai has been chosen as the launchpad of BB10 in the wider Middle East region, where BlackBerry continues to enjoy a strong market share, unlike the rest of the world, where sales have diminished drastically.

“BlackBerry is in for the fight of its life in 2013,” said Ashish Panjabi, chief operating officer of Jacky’s Electronics. “A much needed overhaul of the operating system should see them come with an offering that at the very least puts them on par with other operating systems.”

RIM has lost favour with some of its traditional corporate customer base, and last year only managed to shift 14 million BlackBerry phones in Western Europe and North America. Its share of total smartphone sales fell from 14 per cent in 2010 to 4 per cent in 2012.

RIM’s share of the business in the emerging markets however, soared from 25 per cent in 2010 to 47 per cent last year, fueled by BlackBerry’s cheaper devices and attractive data plans.

“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 company’s ability to execute its marketing strategy,” said Mr Saadi.

Previews of the BlackBerry 10 software have gotten favorable reviews on blogs, prompting some financial analysts to see some slight room for a comeback for RIM.

The company’s stock has more than doubled to $15.66 from a nine-year low in September, though it’s still nearly 90 per cent below its 2008 peak of $147.

RIM redesigned the smartphone operating system to embrace the multimedia, apps and touch-screen experience prevalent today. The company is promising a speedier device, a superb typing experience and the ability to keep work and personal identities separate on the same phone.

source: http://www.thenational.ae

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