RIM India managing director,Ã‚Â Sunil Dutt, has told TOI that it will not go afterÃ‚Â market shareÃ‚Â with cheap phones but work to maintain the image of a premium brand and sell phones that have higher margins.
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?
Before I talk aboutÃ‚Â the future plan, let me make a correction. Except America, we are growing everywhere. 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.
So, how are we going to arrest the slide? Now, we have BB10. We have shown the (BB10) device to people across the world, we have talked to carriers, analysts and technologists.Ã‚Â Telecom carriersÃ‚Â are very excited about BB10.
How will RIM compete with affordableÃ‚Â AndroidÃ‚Â phones that sell for less than Rs 15,000 and are Ã¢â‚¬Ëœgood enoughÃ¢â‚¬â„¢ for most consumers?
Let me put it this way: We are not going after the market share. There areÃ‚Â several segmentsÃ‚Â of the market, which our competitors deem important, that we donÃ¢â‚¬â„¢t address. For example, we are not present in the below Rs 10,000 segment. 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.
We can go and chase volumes but volumes might not be drivingÃ‚Â profit pool. At the same time, our consumersÃ‚Â associate BlackBerryÃ‚Â with aspirations. Our phones are Ã¢â‚¬ËœaspirationalÃ¢â‚¬â„¢ products. If you reduce prices too much, you may gain volumes but may lose the value your products have. We are not going to be meant for everyone. So, you have thisÃ‚Â addressable marketÃ‚Â where we are going to focus.
This is the part of the market where our brand is strong and where margins are.
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.[signoff predefined=”Enjoy this?” icon=”icon-users”][/signoff]Via
We track anonymized user information to improve our website.
Because we respect your right to privacy, you can choose not to allow some types of cookies and processing. Click on the different category headings to find out more and change our default settings. Not allowing some types of cookies may impact your experience of our Services and what we are able to offer.
In order to use this website we use the following technically required cookies
Preference cookies enable a website to remember information that changes the way the website behaves or looks, like your preferred language or the region that you are in. Loss of the information stored in a preference cookie may make the website experience less functional but should not prevent it from working.
This cookie enable us to detect the country of which you are visiting from.
These cookies may be set through our Services by our partners. Some have functional purposes such as capping the number of times you see an ad within a short span of time, but most, through uniquely identifying your browser and the device you use to access our Services and the processing of other information, will build a profile of your interests and show you ads more relevant to them, inferred from your browsing activity. If you do not allow these cookies, you will still receive ads but they will be less targeted and less likely to be relevant to your interests.