BlackBerry’s New smartphone is Stealing iPhone and Android Users

by Istvan Fekete on March 15, 2013

The redesigned BlackBerry seems to be a success story for the rebranded company that bet all its chips on its new operating system, the refreshed BlackBerry 10. According to a recent note issued by RBC Capital markets, iPhone and Android users switching to the new Blackberry will account for about 45% of Canadian company’s sales.

With BlackBerry 10 and the two recently unveiled devices, the Canadian smartphone manufacturer aimed high. And the demand coming from both consumers and enterprise is encouraging. However, its success or failure will ultimately depend on demand from the US, which accounts for roughly 20% of BlackBerry’s subscriber base, RBC Capital Markets highlighted.

The note has some sales estimations as well: RBC Capital forecasts 500,000 units for the February quarter, while this number goes up to an estimated 2 million for the May quarter.

From what we have learned since the launch of the new devices, BlackBerry has managed to enjoy a wider breadth of launch than Wall Street analysts had estimated.

To put it into numbers: In India, the company’s core market, the new BlackBerry Z10s sold out in just 48 hours, while in the UK, another important market for the company, the Z10 ranks number 5 on the large European retailer Carphone Warehouse’s top 10 monthly phones.

More great news for the struggling Canadian smartphone manufacturer is that there is a solid demand for its new devices in the enterprise market. BlackBerry has a long presence in the enterprise market, and it’s renowned for its security; that’s why it’s the main choice for business purposes. But it has been losing ground to iOS and even Android recently, as the two newer platforms offer a sleeker user experience, despite lower security standards.

It was just the other day that a mysterious client placed the largest ever single purchase order in BlackBerry’s history, ordering one million devices, which is a “tremendous vote of confidence in BlackBerry 10.”

The most interesting factor the RBC note points to is that the new devices and redesigned OS BlackBerry went beyond being the platform of loyal customers: 45% of Z10 users are coming from iPhone and Android.

While this is all in the company’s best interests, the BB10 still lacks the key top apps that are popular on iOS and Android. Hopefully, the company will bypass this roadblock as well.

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Written by: Istvan Fekete. www.digitcom.ca. Follow TheTelecomBlog.com by: RSS, Twitter, Facebook, or YouTube.

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