The Potential of Blackberry 10
The smartphone market is growing exponentially year over year, which creates an opportunity for Blackberry to obtain crucial market share. Currently, the consumer market is dominated by iOS and Android, but Blackberry has established strong developers relations and has created a solid foundation with their Blackberry 10 operating system. Anecdotally, Blackberry has an opportunity to capture the third market position worldwide, which could lead to significant increases in revenue for the Waterloo based company.
Name Change from Research in Motion to Blackberry
The New Blackberry 10 Keyboard
Personally, I have used the new Blackberry 10 Keyboard and it works very well. The time I spent using the keyboard functions, the user experience was slick and enjoyable. It actually feels like a physical keyboard and is probably the most responsive keyboard I have ever used. Once Senior IT decision makers and management have the opportunity to access the keyboard, I can see them arming their enterprise team with BB10 devices. Take a look at the video below!
Blackberry Global Reach
There is no denying that people in developing nations love their Blackberry’s. As they mature and move towards powerful smartphone devices, Blackberry brand loyalty could propel worldwide market share by capturing majority in countries like Indonesia, Nigeria, Saudi Arabia, Malaysia and other growth markets.
Research in Motion has been quite a hot topic in the press. They have lost significant market share within the smartphone sector, but they have managed to make a comeback with Blackberry 10. At an event in New York today, Thorstein Heins announced the launch of the new operating, which marks the comeback of Blackberry against competitors like Android, iOS and Windows 8.
Heins announced that Research in Motion will be changing their name to Blackberry and be traded as BB on the TSX and BBRY on the NASDAQ. This is a big move for Blackberry, who announced Alicia Keys as the Global Creative Director for the Blackberry brand. Alicia Keys said “As global creative director, my goal is to inspire creativity with this platform, and I’m so excited to jump right in.”(source: CBC).
Blackberry has done an excellent job marketing their new operating system. Alicia Keys is set to sing the national anthem at the Superbowl this weekend, which will create strong brand recognition alongside the Superbowl ads for BB10. Anecdotal observations, have been that Blackberry is looking to increase adoption within the next quarter and hopefully obtain a strong third market position amongst smartphone manufacturers.Read More
Key Facts about the Mobile Environment
- Android (GOOG) and iOS (AAPL) powered 85% of all smartphones shipped in the second quarter of 2012 (2Q12)
- BlackBerry (RIMM) and Symbian (NOK), two pioneers and former leaders of the smartphone market, both saw their market shares fall below five percent. Although Blackberry’s market share has fallen drastically, they have been focusing on developer relations, increasing their app inventory, and streamlining their Blackberry 10 operating system
- Success in the market can be traced directly to Samsung
- Samsung devices accounted for 44 percent of all Android smartphones shipped in the 2nd Quarter of 2012
- Samsung totalled more than the next 7 Android vendors combined
- Many other Android vendors are re-establishing
- Posted double-digit growth
- Demand for Apple’s flagship smartphone has cooled off now that the device has been available since October
- iOS remained the solid number two operating system behind Android worldwide
- One of the pioneers and former leaders in the worldwide smartphone market
- Currently revamping their operating system and transitioning to Blackberry 10
- Seamless app porting from the Android system to Blackberry 10 could allow them to obtain app inventory very quickly and retake market share
- For years the world’s most shipped OS
- 62.9% drop registered was its sharpest year-over-year drop ever
- Due to Symbian decline, Nokia decided to make Windows their primary mobile operating system
- Narrowed the gap between itself and BlackBerry
- Share gains it made last quarter are due mostly to Nokia, which almost doubled its Lumia/Windows Phone shipments sequentially
- Windows Phone is still a distant competitor to Android and iOS
- Microsoft will need to generate additional momentum from Windows Phone 8 devices, which will be introduced October 26th, 2012
- A category largely comprised of Samsung’s Bada shipments
- Declined on a year-over year basis as Samsung’s smartphone sales are increasingly Android centric
- Linux OS dependent vendors such as Panasonic are also migrating to Android, which contributed to the year-over-year decline.
Charts Relating to the US market: