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Tuesday, 5 February 2013 00:00 - - {{hitsCtrl.values.hits}}
Reuters: Research In Motion Ltd last week unveiled the long-delayed line of smartphones it hopes will put it on the comeback trail, but it disappointed investors by saying US sales of its all-new BlackBerry 10 devices will not start until March, sending its share price tumbling 12 per cent.
Chief Executive Thorsten Heins also announced that RIM was abandoning the name it has used since its inception in 1985 to take the name of its signature product, signaling his hopes for a fresh start for the company that pioneered on-your-hip email.
“From this point forward, RIM becomes BlackBerry,” Heins said at the New York launch. “It is one brand; it is one promise.”
RIM, which is already starting to call itself BlackBerry, had initially planned to launch the new BlackBerry 10 devices a year ago. But it pushed the release date back twice as it struggled to perfect a new operating system.
Heins said the delays reflected the need for US carrier testing, although carrier AT&T Inc offered few clues on what that meant. Instead, the carrier merely stated it was enthusiastic about the devices and would announce availability, pricing and other information at a later date.
“Carriers in all other parts of the world get their devices through the testing process significantly faster than the US carriers do,” said John Jackson, an analyst at IDC, adding that the US process can often take “weeks” longer.
The new BlackBerry 10 phones will compete with Apple’s iPhone and devices using Google’s Android technology, both of which have soared above the BlackBerry in a competitive market.
The BlackBerry 10 devices boast fast browsers, new features, smart cameras and – unlike previous BlackBerry models – enter the market primed with a large application library, including services such as Skype and the popular game Angry Birds.
The BlackBerry Z10 touchscreen device, in black or white, will be the first to hit the market, with a country-by-country rollout that starts in Britain on Thursday.
A Q10 model, equipped with a small “qwerty” keyboard that RIM made into its trademark, will launch globally in April. RIM launched its first BlackBerry back in 1999 as a way for busy executives to stay in touch with their clients and their offices, and the company quickly cornered the market for secure corporate and government emails.
But its star faded as competition rose and the BlackBerry is now a far-behind also-ran in the race for market share, with a 3.4% global showing in the fourth quarter – down from 20% three years before. Its North American market share is even smaller – a mere 2% in the fourth quarter.
RIM shares have tumbled along with the company’s market share and the stock is down 90% since its 2008 peak. Despite the pullback on Wednesday, RIM’s share price has more than doubled over the last four months, reflecting the growing buzz about its new devices.
RIM picked a range of venues for its global launch parties, including Dubai’s $650-a-night Armani Hotel, which occupies six floors of the Burj Khalifa, the world’s tallest tower.
