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BlackBerry Prices Cut Already in UK; Is It Underperforming?
BlackBerry Prices Cut Already in UK; Is It Underperforming?

By Barry Levine
March 4, 2013 11:14AM

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Analyst James Faucette said the BlackBerry price cuts in the U.K., in addition to indicating that sales were not that strong, were positioning the BlackBerry Z10 as a mid-level device rather than as a competitor to high-end stars like Apple's iPhone and the Samsung Galaxy S III. Mid-level devices, he pointed out, have relatively low gross margins.
 



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There had also been reports of lines outside stores in the U.K. selling the Z10, and of sellouts by some retailers, including Carphone Warehouse. On that latter subject, however, some analysts said retailers had received fewer than 15 units per store for most stores, indicating the shortage was inventory-related.

Even as observers try to sift the tea leaves to find out if the new BlackBerry is catching on, BlackBerry is moving forward. The company recently released its first update for the Z10, available over-the-air. The update included over 60 optimizations to increase battery life, improve the performance of the camera and of third-party apps, and fix issues with phone conversations, calendar and contacts.

Current Analysis' Avi Greengart noted that the launch schedule for the company's U.S. release later this month or in early April "is not helping BlackBerry," since the energy and buzz from the Jan. 30 launch will have dissipated -- plus BlackBerry will be battling the buzz from Samsung's Galaxy S IV launch on March 14.

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Bob Smith:

Posted: 2013-03-05 @ 3:11pm PT
They had a sale on for a few days - that's all!!

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