BlackBerry Torch Canadian Release Delayed

by Jordan Richardson on September 24, 2010

The debut of the BlackBerry Torch 9800 has been delayed and the carriers are adjusting their dates accordingly.

The official launch of the Torch 9800 for consumers was expected to be to Friday and media were able to check out the new device at a press event earlier in the week. But now it looks like the actual release of the Torch is being held back and nobody seems to know why.

Both Bell and Virgin pushed back their release dates of the BlackBerry Torch until October 1.

With Telus silent on the issue, Rogers was adamant at sticking to its guns: it was going to launch the Torch on September 24 as planned. There was a slight catch, however, as Rogers’ launch of the Torch was confined to online ordering. The Rogers stores wouldn’t be carrying the device for retail sale yet and notice was sent out that the BlackBerry would begin arriving at retail outlets during the week of September 27.

Sounds pretty vague, right?

Apparently it sounded quite vague to Rogers, too, as they’ve now entered a new date for the release of the BlackBerry Torch 9800: September 30. For those scoring at home, that’s a day earlier than the announced Bell and Virgin launches.

With the revised launch date, Rogers said “We’ve been informed that the Canadian launch of the BlackBerry Torch 9800 has been changed to September 30.”

As you can probably tell, this is Marketing 101. Getting the jump on the competition, even by one day, is a good thing. Distancing yourself from the cause of the delay, hence the “We’ve been informed” rhetoric in the blog posting, is even better. Of course, we don’t know why the Torch is being delayed in Canada and it’s doubtful the carriers have anything to do with it. Perhaps there are some shipping issues.

Regardless of what the issues actually are, the really interesting thing about all of this to me is how the different carriers handle the situation. Telus has been silent, as mentioned, and hasn’t even committed to a new launch date as of press time. Rogers has aggressively adjusted its launch date and its terms as it sees potential to get the jump. And Bell adjusted to an October 1 launch date and hasn’t budged from it, even as Rogers dances away.

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