High hopes for new BlackBerry

2013-01-27 14:38
The BlackBerry 10 Dev Alpha B. (Duncan Alfreds, News24)

The BlackBerry 10 Dev Alpha B. (Duncan Alfreds, News24)

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New York - BlackBerry maker Research in Motion begins its comeback bid on Wednesday with a new platform launch in a make-or-break move for a firm that is rapidly sinking in the smartphone market it once dominated.

RIM, whose stock is at about one-eighth of its valuation in 2008, said it plans to "significantly" increase its marketing budget for the BlackBerry 10 launch, and there will be events in New York and five other global cities.

Another key asset of BlackBerry 10 is what RIM dubbed the "BlackBerry balance", a system that allows users to separate professional communications and applications from music, photographs and other personal items.

Analysts also expressed reservations about RIM's loss of service fees. Whereas the company's older devices were routed into RIM's network for which the company charged, the new service won't keep users on RIM's network.

"We see the company getting a degree of traction in this higher end market, but doubt there is a return to its former glory," Wu said.

Read more on:    blackberry  |  apple  |  rim  |  mobile
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