BlackBerry has finally decided to expand its portfolio of smartphones on its BB 10 OS by deciding to bring out mid-range smartphones, to give choice to its customers to opt for the BlackBerry device as per their budget. Probably, BlackBerry has based their decision on the success story of industry leader Samsung, who has introduced various options of its hugely popular Galaxy series of smartphones. Samsung gives option to its customers to choose from entry level to high-end Galaxy family of smartphones, which are available in the price range of Rs. 6,000 to 38,000.
BlackBerry CEO Thorsten Heins, which was not earlier in favor of mid-range smartphones, has changed his thinking taking in view dynamics of the market, and has confirmed that a mid-range phone running the company’s latest operating system will debut later this year. Citing a “big demand” for a mid-range handset in a host of markets, Heins said that a third handset would be launched in September that would cost less than the existing BlackBerry 10 handsets — the full touch screen Z10 and the QWERTY-keyboard/touch-screen hybrid Q10, both of which are priced to compete with the iPhone 5 rather than with entry-level Android devices.
But as well as the premium price tag, many consumers have thus far been weary of taking a gamble on BlackBerry due to its apps ecosystem, which, despite boasting 10,0000 titles, still pales in comparison to the breadth and depth of apps offered to Apple and Android device users.
BlackBerry has realized although a bit late that in emerging markets, the demand for mid-range and low cost smartphones is huge. This is the reason that even Apple Inc., is planning to come out with economical version of its iPhone. In order to be successful in emerging markets like India, China, Africa and South East Asia, handsets makers will have to give choice to its customers as it is not possible for everybody to buy expensive devices of 30,000 to Rs. 50,000. For getting acceptance among masses, economically priced smartphones will have tremendous scope and this is the primary reason that Indian handsets makers like Micromax are quite successful in India.
