BlackBerry smartphone developer,
Research In Motion Ltd.
) - plans to roll out a broader range of handsets this year to
cater to a bigger market as the company wants to target customers
other than the business executive ones.
BBRY is aiming for a smartphone portfolio that includes high,
mid and entry level phones based on its BB10 operating platform.
Though BBRY hasn't announced any specific time, the company
expects the phone to be out in the market before Nov 2013.
BBRY will also target a touch screen and a QWERTY version for
its mid and entry level phones, but will stop production if the
range fails to attract customers. Additionally, the company is
also working on its popular BlackBerry Messenger and other
services to boost its revenues.
However, the company will continue to market BlackBerry 7
models along with its latest BB10-based devices, in markets where
owning a low priced phone is considered a better
BBRY launched its much-awaited BB10 operating system
(OS)-based device on Jan 30, 2013 and has started selling the
touchscreen version (Z10) of the smartphone in 25 countries.
Initially, the device received a good response and has received a
record single purchase order of one million handsets from a
However, according to media reports, demand for Z10 has
fizzled out in the Gulf region, where it is a smartphone leader
with a market share of 35%. Meanwhile, Z10's U.S. launch with
) also failed to create any meaningful result since its launch in
Mar 22, 2013.
BBRY is launching the lower version of BB10 based smartphone
to counter the move by its rivals, Samsung Electronics Company
). Nokia has launched low-end version of its flagship Lumia
device, while Samsung has also launched entry level version of
its Galaxy smartphone that runs on
) Android platform. We believe that extending its smartphone
range will not only allow BBRY to combat market share loss but
will also restrict its loyal customers from switching to other
Research In Motion currently carries a Zacks Rank #3
*Research In Motion announced that effective Jan 30, 2013, the
company would operate around the world under the name BlackBerry.
From Feb 4, 2013, the company's ticker symbol for trading has
been changed from "RIMM" to "BBRY" on NASDAQ. The legal name of
the company has not changed, for which the approval of the
official change by shareholders will be sought at the company's
Annual General Meeting later in 2013. During the time, the
company will do business as BlackBerry.
RESEARCH IN MOT (BBRY): Free Stock Analysis
GOOGLE INC-CL A (GOOG): Free Stock Analysis
NOKIA CP-ADR A (NOK): Free Stock Analysis
AT&T INC (T): Free Stock Analysis Report
To read this article on Zacks.com click here.