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Can BlackBerry 10 Turn the Tide? - Analyst Blog
2/5/2013 2:10:00 PM
Following its rechristening as BlackBerry ( BBRY ), (formerly known as Research in Motion), the company added a fresh twist to proceedings by naming pop music entertainer Alicia Keys as its Global Creative Director.
Widely expected to launch a touchscreen-based device, the
company did not disappoint, unveiling the Z10. It has also
launched another model, a familiar physical keyboard based device
named the Q10 aimed at its tribe of BlackBerry loyalists.
) Windows Phone's average share increased to 5.4% from 4.7%. Even
though Windows Phone also lost out in the US, with its market
share falling to 2.7% from 2.6%, substantial marketing support
and new models from
) are expected to boost market share shortly.
Similarly, when the iPhone 5 from
) was unveiled on September 12, AT&T, Sprint and
Verizon Communications Inc.
) said they would be shipping phones from September 21. Windows
Phone 8 was a step ahead; launch dates were being announced even
before the formal launch on October 29.
Meanwhile, AT&T seems to be the most supportive among
carriers. However, it has yet to announce a firm launch
date, though the company's site allows you to sign up to be
notified when the Z10 will be available. All of this could
potentially result in lost sales for a company which is yet to
recover from the losses incurred due to delays in launching the
While BlackBerry races to enlarge its applications base for its two new models, Apple has 10 times as many apps and Google ( GOOG ) has a large choice of devices at various price points. Microsoft integrates with platforms like Xbox, Office and Exchange. Clearly, the company needs to provide consumer with better reasons to switch to BlackBerry 10.
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