All of #TeamBlackBerry is anticipating the arrival and announcement of the new BlackBerry 10 OS along with the devices push to the market. In India, as well as other all other markets globally RIM and BlackBerry is on the rise. With the new BlackBerry 10 launch it should enhance this trend in the mobile market, Sunil Dutt, Managing Director for Research In Motion India, sat down with Times of India to detail the launch.
RIM is on a downward swing. Currently it has a share of just above 10% in Indian smartphone market? Going forward, how does RIM plan to address the market share issue?
We have shown the (BB10) device to people across the world, we have talked to carriers, analysts and technologists. For example, we track the number of net subscribers that we have every quarter and in India we have seen that the numbers are positive. Only in America we were losing subscribers because we did not have answer to technologies like LTE at that point of time.
How will RIM compete with affordable Android phones that sell for less than Rs 15,000 and are ‘good enough’ for most consumers?
If you reduce prices too much, you may gain volumes but may lose the value your products have.There are several segments of the market, which our competitors deem important, that we don’t address. Let me put it this way: We are not going after the market share. So, you have this addressable market where we are going to focus. We can go and chase volumes but volumes might not be driving profit pool. As a brand, sometimes you need to evaluate what is it that you are chasing and what is it that your customers are looking up to you for.
When will we get BB10 devices in India and how many are likely to be there?
Globally, we will announce BB10 on January 30. Within 2 or 3 weeks, I expect it to come to India. Initially, there will be one device, the flagship model with full touchscreen. It will be followed by another device soon.