Less than six years ago, Wireless Giant and Research In Motion
) had an idea. Together they would build an empire of BlackBerry
Similar to the Apple Store (NASDAQ:
) concept, BlackBerry stores would focus exclusively on selling
products produced by Research In Motion.
This was an unusual initiative for the manufacturer, which had
successfully sold BlackBerry handsets through a number of kiosks
and stores owned by Sprint (NYSE:
), AT&T (NYSE:
) and Verizon (NYSE:
), among other carriers and retailers.
If it had not been for Apple, which completely transformed the
cellular device market with the release of the first iPhone,
there might be dozens or hundreds of BlackBerry stores all over
Without any domestic stores to rely on, BlackBerry devices
have been forced to compete against annual iPhone upgrades and an
overwhelming number of Android devices. Samsung, which was once
famous for its high-end TVs, has risen to the top of smartphone
manufacturers. If it weren't for Nokia (NYSE:
), which still produces
an enormous amount of cellular devices
, Samsung would be the leader of feature ("dumb") phones as
Nokia has ran into some trouble, however. Last year some
decided not to carry or promote
the Lumia 900.
That event was a clear reminder of the world smartphone makers
are competing in -- a world that is owned by Android and iOS.
This has made it very difficult for newcomers like Microsoft's
) Windows Phone and golden oldies like BlackBerry to gain a
significant portion of the market.
Where does this leave Research In Motion? The company has yet
to roll out its full marketing campaign for BlackBerry 10, so it
is not yet clear how far the device will go. While there is
very little interest
in the product at the former BlackBerry store in Farmington
Hills, MI (the only one of its kind; it closed and reopened as a
repair shop last October), BlackBerry 10 has been receiving an
excessive amount of attention
from the mainstream press.
BlackBerry 10 searches are also heating up on Google (NASDAQ:
). A search for "BlackBerry 10" retrieves more than
one billion results
. Comparatively, a search for "iOS 6" -- the latest version of
Apple's mobile operating system -- retrieves only
500 million results
. A search for "iOS 7," which has yet to be announced, currently
590 million results
When searching for "Android Jelly Bean," the latest version of
Google's own mobile OS, Google.com retrieves a mere
63.5 million results
To be fair, the search for "BlackBerry 10" may also include
results for "blackberries," the nutritious berry that inspired
the smartphone's name. By that same token, a search for "iOS 6"
may include results relating to every version if iOS.
, Research In Motion has posted a teaser for BlackBerry 10,
promising a product that is "re-designed, re-engineered [and]
list of features
, Research In Motion links to stories from Business Insider,
Bloomberg, CNET Australia and TechRadar. The company has created
dedicated to media links, particularly those that are filled with
For now, this strategy -- along with the promise of a massive
comeback -- seems to be resonating with investors. Research In
Motion is up more than 27 percent year-to-date.
(c) 2013 Benzinga.com. Benzinga does not provide investment
advice. All rights reserved.
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