BY | February 4, 2013

Canadian company RIM’s BlackBerry Z10 release is expected in India before Feb end and its price will be around Rs 40.000, too hige for success in the South Asian nation

Research in Motion or BlackBerry’s latest handset Z10 is set to be introduced in the Indian market this month. Reports suggest that the handset will be introduced in the fast emerging Indian market towards the end of the current month. Unlike Apple, the Canadian company manufactures the handset in Mexico and Canada, so a Chinese manufactured tag is unlikely to be seen on the handsets. Apple’s highest selling handset iPhone 5 is mostly manufactured in China and Taiwan. Its top selling tablets are also manufactured in Chinese territories.

India and Indonesia are among countries where BlackBerry seems to have a great future. The two countries where per capita income has gone up substantially in the last one decade already have hundreds of thousands of BlackBerry handset owners and the new smart-phone from the company is going to benefit the tech giant. But I think Research in Motion (RIM) or BlackBerry as it is being called now will not make the same mistake that has been made by Apple by pricing its Z10 handset too high.

But if some reports are to be believed, the Z10 handset from Ontario, Canada based company will be priced as high as around $700-800, almost as much as Apple’s latest flagship handset iPhone 5. At such a steep price the handset is not going to attract many takers in an economy with a huge middle class population. A Reuters report while quoting Melissa Chau of IDC in Singapore emphasises that BlackBerry is expecting a good response from India and Indonesia. “It’s clear that not only are India and Indonesia among the largest markets but in terms of future smartphone growth, they’re amongst the ones with the most potential…But the two devices that have been launched are not well aligned to the needs of these two markets”, says Melissa Chau.

To be true, for success in the Indian market any price above Rs 20000 is too high for middle class people. This is the reason for low demand of Apple products in the country, and the same reason will make Z10 huge flop in India. BlackBerry Z10 is a compact device that comes with a screen size of 4.2-inches it is closer to iPhone 5 in size and is easily dwarfed by the big high-end Android phones. The handset is powered by a dual-core processor running at 1.5GHz. It has a 8 mega pixels primary camera and a screen resolution of 1280×768 pixels. For good response in the market, BlackBerry will have to price its products in the country very intelligently.

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