CES 2013: BlackBerry 10 To Hit Many Price Points - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Mobile // Mobile Devices
11:20 AM

CES 2013: BlackBerry 10 To Hit Many Price Points

Research In Motion plans to launch six BlackBerry 10 devices this year, ranging in cost from bargain to high end.

Six Ways The iPhone 5 and iOS 6 Amp Up Social Opportunities
Six Ways The iPhone 5 and iOS 6 Amp Up Social Opportunities
(click image for larger view and for slideshow)
Research In Motion is prepared to come storming back into the smartphone market with as many as six new handsets this year, said the company at the 2013 Consumer Electronics Show.

BlackBerry 10, RIM's next-generation smartphone platform, will debut in New York City on Jan. 30. At that event, RIM will announce the first two BlackBerry 10 smartphones. One will have a touch screen, and the other will have a touch screen combined with a physical QWERTY keyboard. Both devices will target the high end of the smartphone market with compelling features such as powerful cameras.

The touch-based device will be available within 30 days of the Jan. 30 announcement, and the QWERTY-equipped device will follow soon thereafter. But these won't be the only two BB10 smartphones released this year.

[ Why you shouldn't buy this bargain Blackberry. ]

CMO Frank Boulben said in an interview with FierceWireless, "We intend over time as we transition the portfolio to have a full range of devices."

The company plans to release six new smartphones by the end of the year. Although Boulben didn't provide a breakdown of features to be offered in these devices, he did say there will be high-end, mid-range and entry-level BlackBerry 10 smartphones for sale by the close of 2013. This is good news. As much as RIM needs hero devices to woo back Android and iPhone users, the mid-range and entry-level phones will help it increase its sales volumes.

Boulben is bullish on RIM's chances at a comeback. He said BlackBerry 10 devices are being tested by 150 wireless network operators around the world. He thinks that a significant portion of RIM's existing 79 million users will make the switch from BB7 or older devices to BB10 fairly quickly.

BlackBerry 10 device owners will have access to more than 70,000 applications when the platform launches, according to Boulben. Rather than aim for sheer volume, RIM has been targeting the top 600 apps in individual markets around the world. RIM believes this strategy will help it gain traction faster, as consumers and enterprise owners alike will be able to find the apps that appeal most to them.

RIM CEO Thorsten Heins has been trotting around the globe selling BB10 to wireless network operators. With carrier support, RIM believes BB10 has a fighting chance at becoming the third mobile ecosystem.

Nominate your company for the 2013 InformationWeek 500 -- our 25th annual ranking of the country's most innovative users of business technology. Deadline is April 12. Organizations with $250 million or more in revenue may pre-register now to receive more information.

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
Future IT Teams Will Include More Non-Traditional Members
Lisa Morgan, Freelance Writer,  4/1/2020
COVID-19: Using Data to Map Infections, Hospital Beds, and More
Jessica Davis, Senior Editor, Enterprise Apps,  3/25/2020
Enterprise Guide to Robotic Process Automation
Cathleen Gagne, Managing Editor, InformationWeek,  3/23/2020
White Papers
Register for InformationWeek Newsletters
Current Issue
IT Careers: Tech Drives Constant Change
Advances in information technology and management concepts mean that IT professionals must update their skill sets, even their career goals on an almost yearly basis. In this IT Trend Report, experts share advice on how IT pros can keep up with this every-changing job market. Read it today!
Flash Poll