Although Morgan Stanley has upgraded its outlook for BlackBerry, Gartner is not convinced. The firm believes it will be very difficult for BlackBerry to compete head to head with iOS, Android, and Windows Phone, despited its new BB10 operating system.
Eric Zeman takes the logic one step further and speculates that it could all come down to marketing dollars spent.
The jury is still out on BlackBerry and only time will tell. Apple is still dominating the consumer market and is making inroads into enterprise market. BlackBerry's first priority is to solidify itself and don't try to do too much. If they focus on their existing users and create the best possible experience for them, the rest will take care of itself. Trying to do too much too soon could spell disaster for BlackBerry. Let's see where they are a year from now.
"Although BB10 presents a modernized new platform based on touch technology, market conditions will make it extremely difficult for BlackBerry to rise above iOS, Android and Windows Phone 8 platforms," said Gartner. The analyst firm doesn't think the Z10 and Q10 will help BlackBerry build much market share. By 2016, Gartner believes BlackBerry will have regained less than 5% of the smartphone market. Android and iOS combined hold about 90% of the market.
Eric Zeman takes the logic one step further and speculates that it could all come down to marketing dollars spent.
Much of BlackBerry's success with consumers moving forward will hinge on marketing dollars and how effectively BlackBerry uses them. It will be going head-to-head with Apple and Samsung, both of which are investing piles of cash in marketing campaigns. In 2012, Samsung spent more than $400 million marketing its smartphones and tablets.
If BlackBerry 10 doesn't survive in the consumer market, it won't make it in the enterprise market, either.
If BlackBerry 10 doesn't survive in the consumer market, it won't make it in the enterprise market, either.
The jury is still out on BlackBerry and only time will tell. Apple is still dominating the consumer market and is making inroads into enterprise market. BlackBerry's first priority is to solidify itself and don't try to do too much. If they focus on their existing users and create the best possible experience for them, the rest will take care of itself. Trying to do too much too soon could spell disaster for BlackBerry. Let's see where they are a year from now.