There are times when things are looking up for Research In Motion Ltd (NASDAQ:BBRY) BlackBerry, as well as times when the company appears to be lost and looking for answers. Last week we brought you news (check it out here) that the company is going to be pushing a new smartphone to the market in the near future. While this may help BlackBerry sales moving forward, it doesn’t mean that its previously released smartphones are going to necessarily be put on the back burner.
Unfortunately for Research In Motion Ltd (NASDAQ:BBRY) BlackBerry, it appears that the Z10, which was once thought to be the company’s savior, has run into a rough patch.
According to a recent report by WRAL Tech Wire, “Best Buy has cut the price of BlackBerry’s Z10 smartphone to $49.99 with a service contract, two weeks after the Canadian smartphone maker reported lackluster sales of the flagship touch-screen model.”
This may be disappointing to BlackBerry, but it is something that was a long time coming due to lower than anticipated sales. Here is more from the same article, pointing out where the BlackBerry Z10 has come up short:
“Sales of the Z10 last quarter were almost 1 million units short of analysts’ estimates, contributing to a surprise loss for BlackBerry. The company is now increasingly dependent on the newer Q10 phone, which features a physical keyboard and appeals to its existing customer base. BlackBerry, which has steadily lost market share to Apple and other rivals, accounted for less than 3 percent of global smartphone sales last quarter, according to research firm IDC.”
With the Z10 showing signs of weakness, Research In Motion Ltd (NASDAQ:BBRY) BlackBerry is turning more of its attention to the Q10. This may be in the company’s best interest, thanks to the fact that the device has a QWERTY keyboard. This is the feature that made BlackBerry so popular many years ago.
When the Z10 first hit the market, Research In Motion Ltd (NASDAQ:BBRY) BlackBerry was hoping for big things. It was hoping this would be the device that propelled it back to the top of the smartphone market. While things have not worked out this way, all is not lost. The company has other bullets in its gun, including the Q10 as well as a couple of new releases.