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Market must be patient with BlackBerry 10, say experts

31 Jan 2013
BlackBerry Z10 front

While all eyes are on BlackBerry following the unveiling of the BB10 operating system, the mobile platform will need some time to realise its full potential in the market, say analysts.

Unveiled earlier this week and slated for release later in February, BB10 is a landmark effort by the company formerly known as Research In Motion to reverse it fortunes in the market and reclam its status in the mobile world.

Malik Saadi, principal telecoms analyst for Informa, said that the company could move upwards of one million units in the device's first quarter of availability.

"Given the very fast growing smartphone market, BlackBerry should aim to sell at least one million units of the new device in its first quarter," said Saadi.

"Anything below this would call into question the company’s ability to execute its marketing strategy, while anything above three million units would be a spectacular performance, which will undoubtedly resurrect both the consumers’ and the investors’ confidence in the BlackBerry brand."

While the first three months of availability will be garnering headlines for BlackBerry, Enderle Group principal analyst Rob Enderle is cautioning investors to look beyond BB10's first quarter.

Enderle told V3 that for many consumers, mobile contract status will play a major role in purchasing decisions. As such, many will wait out their existing contracts before considering whether to purchase a BlackBerry handset.

"Sales probably won't start picking up until March or May as people come off their contracts," Enderle said.

"We are going to have to look at the overall year's performance to get a feel of whether this works or not."

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Shaun Nichols

Shaun Nichols is the US correspondent for He has been with the company since 2006, originally joining as a news intern at the site's San Francisco offices.

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