Research In Motion
) is facing a setback in its effort to revamp its falling
smartphone market. This is because the third largest US telecom
) has denied addition of the smartphone manufacturer's latest
BB10 OS (Operating System) based device in its portfolio. Sprint
has instead agreed to add the Qwerty based version in its line up
when the device comes up for sale later this year.
Sprint's decision will make it the only top tier U.S. carrier
not to have BlackBerry's latest flagship smartphone Z10 in its
stable. Research in Motion has all the other three U.S. carriers
as its partner, with agreement to sell both the BB10 based
devices from its stable.
Research In Motion, once the global leader of smartphones, has
been struggling since the last 3-4 years, as they failed to
identify consumers' preferences and has been battling in a
crowded smartphone market mainly dominated by
) iOS and
) Android Platform.
In a last gasp attempt to revive its fortunes the Canadian
handset manufacturer launched two BB10 based device on Jan 30,
2013. The newly launched Blackberry Z10 is a full touch screen
smartphone while BlackBerry Q10 includes both touch and physical
The company started selling Z10 in the United Kingdom last
month and since then has expanded in over 50 markets around the
world. Research in Motion has seen robust demand for its flagship
device in some of the markets including U.K., Canada and U.A.E.
Moreover, they are witnessing strong customer switch from other
OS platforms for their latest BB10 based device.
However, the company has declared that Q10 will not be
available in the US until next month as it is currently
undergoing carrier testing. This signifies that a Sprint customer
will have to wait for some more time before they can get their
hands on the latest BlackBerry device.
According to research firm comScore Inc. at the end of 2012
Research In Motion has 6.4% of the U.S. market while Google's
Android and Apple's iOS commands 53.4% and 36.3% market share
respectively. We believe that the company needs strong carrier
support in the lucrative U.S. market if it wants to establish
itself as the third operating system alternative.
Currently, Research In Motion carries a Zacks Rank # 3
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