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| BlackBerry Z10 |
On this Friday after a wait of almost two months from its launch the BlackBerry Z10 hit the highly competitive US market for sale. The US launch of BlackBerry Z10 has a big
impact, as its performances in US may decide whether BlackBerry can lead the
smartphone industry once again or not.
BlackBerry’s new touch-screen smartphone has already been selling in
about 25 different countries, along with India. BlackBerry has aimed to make the Z10's
brand new operating system the No. 3
platform on the global market. The expert analysts are saying that this may
be possible to do but the expected challenges are huge and difficult too.
Mr. Brian Colello, who is an analyst of Morningstar, said,
"I
think the US will be a challenge for BlackBerry more so than some of the
countries where they have already launched. The momentum for iPhone and Android
is too strong here. I still think they can win over some enterprise users, but
the US is a country where BlackBerry's brand has been greatly diminished."
It has to be mentioned here that there was a time when BlackBerry eventually ruled the US smartphone market completely,
but it failed to hold that position in recent years. For the past few years
devices which are developed by Google's Android operating systems and Apple's iOS have completely overshadowed the BlackBerry
devices, and dominating the smartphone market in both North America and
overseas.
The new operating system of BlackBerry 10 will need to compete with Microsoft's Windows 8 platform
to secure the No. 3 position in the smartphone market, which will not be an
easy task to do. Various Nokia Lumia devices use the Windows 8 platform, and it
is already quite a hit in the US and global market since its launch.
It is easily understandable that BlackBerry has a tough battle to win in
coming days. It needs to win back the minds and hearts (more important) of
consumers in order to reestablish itself in the smartphone market. It has also renamed itself to BlackBerry to increase the overall brand value and
acceptance rate.
Another big problem for BlackBerry will be the launch of Samsung Galaxy S4, which is expected to
hit the market for sale by the end of April, 2013. Samsung’s S4 has already
generating quite a buzz, and consumers are desperately waiting for it. So
considering that in the mind the timing of the US launch of BlackBerry 10 may
not be ideal.
The reputed analyst of Raymond James Steven Li has written a note to
clients on this matter. In this note he said, "We believe BlackBerry's
launch in the strategically important US market will run into intense
competition as Samsung, Apple, HTC and
Nokia refresh their line-ups."
It has to be mentioned here that even today BlackBerry has some coveted
consumers in its kitty, so some of the market analysts are expecting that the BlackBerry Z10 will do well in the market of United States, despite the
buzz around other smartphone devices.
Mr. Scott Anderson, who is the current chief of mobile sales of Best Buy,
has informed that the retailers are demanding for more Z10 devices, as it is performing quite well in the Best Buy stores
of Canada. The following is an excerpt from what he quoted in his speech.
"We
have fairly consistently increased the allocation of it to our stores as it has
got more and more buzz. Even though we aren't releasing any numbers, we do put
this in the realm of a serious iconic launch."
He added that BlackBerry has
an advantage of one month, as the new HTC
and Samsung’s S4 will hit the market
after a month or so. BlackBerry needs to capitalize this window of opportunity
to the fullest in order to complete its comeback.
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