All the latest UK technology news, reviews and analysis

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."

  • Comment  
  • Tweet  
  • Google plus  
  • Facebook  
  • LinkedIn  
  • Stumble Upon  
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.

More on Mobile Phones
What do you think?
blog comments powered by Disqus

Windows 10 poll

What are your first impressions of Windows 10?

Popular Threads

Powered by Disqus
V3 Sungard roundtable event - Cloud computing security reliability and scalability discussion

CIOs debate how to overhaul businesses for the digital era

V3 hosts roundtable with Sungard Availability Services

Updating your subscription status Loading

Get the latest news (daily or weekly) direct to your inbox with V3 newsletters.

newsletter sign-up button

Getting started with virtualisation

Virtualisation can help you reduce costs, improve application availability, and simplify IT
management. However, getting started can be challenging


Converting big data and analytics insights into results

Successful leaders are infusing analytics throughout their organisations to drive smarter decisions, enable faster actions and optimise outcomes

Security Cleared Training Standards Officer

An exciting opportunity has arisen for an experienced...

3rd Line Infrastructure Engineer

3rd Line Infrastructure Engineer (Microsoft or Windows...

Cloud Security Ethical Hacker

Why Oracle? Oracle provides the world's most complete...

Business Analyst

Business Analyst/Business Analysis/Consultancy/London...
To send to more than one email address, simply separate each address with a comma.