Research In Motion Limited
) slashed its start-up BlackBerry service rates of INR899 ($16.8)
for corporate users and INR399 ($7.45) for individuals. The rates
were reduced to INR129 ($2.4) for both the users for a 1 GB
monthly data plan.
Research In Motion's Indian telecom partner Aircel, Idea
Vodafone Group Plc
) Indian unit will offer the new subscription plan to its
customers. The service will be available across 15 telecom
circles exclusive of metro cities and category A circles.
Customers with BlackBerry 7-based handsets are eligible to
subscribe to the new service plan.
By the end of fiscal 2012, Research In Motion sold 15.1
million smartphones in the second-largest populated country,
India. Research In Motion's market share in India is a mere 7.5%
in comparison with Samsung and
), which hold 43.2% and 13.3%, respectively.
The Indian handset market is mainly dominated by low-priced
feature phones. However, the trend seems to reverse as the
smartphone market grew by 48% last year as compared with 16%
growth in the feature phone market. In order to avail the
opportunity, Research In Motion is considerably lowering its
smartphone prices and reducing the entry-level service rates.
The Indian market is highly price-sensitive. In order to
increase its penetration in the mobile crazy country as well as
to counter intense competition against local handset makers like
Micromax and Karbonn, which offer
) Android-based low-cost mobile phones, the company has rolled
out such promotional pricing strategy.
Currently, Research In Motion carries a Zacks Rank #2
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