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BlackBerry Z10 price cuts just part of normal cycle says the manufacturer

Posted: , by Alan F.

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BlackBerry Z10 price cuts just part of normal cycle says the manufacturer
Is BlackBerry worried about the recent sharp price cuts that carriers and retailers are instituting on the all-touch BlackBerry Z10? Last week, Best Buy cut the price of the first BlackBerry 10 model to a staggering low of $49.99 with a signed two year contract. But according to the Canadian manufacturer, this is all part of the "life cycle management" that helps make room on the shelves for the latest models. And even if BlackBerry's new flagship model, the BlackBerry A10, is coming in November as speculated, it is way too early to start slashing prices as much as 75%, to clear room for the new model.

According to Stuart Jeffrey, an analyst at Nomura Equity Research, the prices cuts indicate that the current line of BlackBerry models are not selling. "Having price cuts this early before a new product is actually announced seems unusually early to us," Jeffrey told CNBC."It seems hard not to conclude there is excess inventory." For the first quarter, only 2.7 million BlackBerry 10 units sold. Wall Street traders dumped the shares on the heels of the report and the stock hasn't recovered since.

"BlackBerry’s really got two choices. They can keep iterating, trying to improve their ecosystem, trying to improve the devices, and try to close the gap with Android and iPhone. That’s going to be challenging because they have far more limited resources compared to Google and Apple. The other possibility is to promote this secure workspace they are offering to allow their apps to work on Android and iPhone, and go down the route of being more of a services company rather than a hardware company."-Stuart Jeffrey, analyst, Nomura Equity Research

At this point, BlackBerry's only viable option might be to sell itself as a services company, focused on security. CEO Heins even brought this up at the conference call when he said, "We’ve never been a devices-only company. We also run a global secure data network and services business. And we don’t plan to run the company with a short-term device-only strategy."

source: AllThingsD

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posted on 16 Jul 2013, 02:15

1. alterecho (Posts: 1091; Member since: 23 Feb 2012)


"But according to the Canadian manufacturer, this is all part of the "life cycle management."
I thought they had finally achieved enlightenment.

posted on 16 Jul 2013, 02:28

2. Droid_X_Doug (Posts: 5921; Member since: 22 Dec 2010)


"I thought they had finally achieved enlightenment."

Fuggedaboudit. They will achieve enlightenment when they are in BK. But only after their reorganization plan is not approved and they have to liquidate.

posted on 16 Jul 2013, 02:31

3. Johnnokia (Posts: 540; Member since: 27 May 2012)


It is still early for Blackberry to quit handsets manufacturing. There are still more than 70 million BB users.

posted on 16 Jul 2013, 05:15

4. itsdeepak4u2000 (Posts: 2800; Member since: 03 Nov 2012)


Coz it's overpriced and not selling so they cut the price.

posted on 17 Jul 2013, 05:54

5. imatejammer (Posts: 2; Member since: 17 Jul 2013)


BlackBerry realy have to slash prices of their handsets. The recently released OS 7 devices and new OS 10 devices are overpriced in emerging markets where they still have considerable market share.

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