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Strategy Analytics: BlackBerry 10 is Just the Start of BlackBerry's Comeback Story

On January 30th RIM unveiled BlackBerry 10 offering new hardware, new software, new app partnerships and new enterprise functionality to better compete with Apple, Samsung, and a revamped Nokia. The Z10 and BlackBerry 10 will appeal to core BlackBerry loyalists while earning a second look from those that have abandoned the platform over the last two plus years.

The Strategy Analytics report, “Research no longer in Motion as BlackBerry jams on” predicts modest short term success for the new BlackBerry platform while providing a strong foundation for long term growth.

BlackBerry has struggled over the last two and a half years experiencing near constant revenue, shipment and ASP growth declines during that period. In addition, the platform has been lapped in the apps race by everyone including late starter Windows Phone. However, the launch of BlackBerry 10 is a new beginning expected to stem revenue declines during the year and re-introduce the world to BlackBerry.

Kevin Burden, Research Director said “Blackberry 10 is now the newest mobile platform on the market and gives Blackberry the opportunity to attract users who are feeling the fatigue set-in from five year old platforms like iOS and Android.”

Josh Martin, Research Director said “BlackBerry’s success in wooing major and independent app developers is an important first step in establishing the BlackBerry brand with app-hungry consumers but long term support and growth are critical to rebuilding the brand.”

David Kerr, Vice President added "the BB10 OS is something different while the touch experience is at long last at least on parity with Android and Windows devices in general. In terms of shelf space and mindshare, retailers may well be relieved to have something else to offer at a time when there is no new shiny Apple device even if Apple fatigue is far from setting in in our opinion".

Neil Mawston, Research Director said "BB10 is an impressive first effort but all first generation OS take time to ramp. We should judge BB10 in Q4 2013 for western markets and Q1 2014 for eastern markets."

About Strategy Analytics

Strategy Analytics, Inc. provides the competitive edge with advisory services, consulting and actionable market intelligence for emerging technology, mobile and wireless, digital consumer and automotive electronics companies. With offices in North America, Europe and Asia, Strategy Analytics delivers insights for enterprise success. www.StrategyAnalytics.com

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