Research in Motion (RIM), maker of BlackBerry smartphones today announced the price drop across several BlackBerry mobile phones in India including BlackBerry Curve 8520, Curve 9380, Curve 9360 and the Torch 9860 in its attempt to tap the Indian market as it continue to faces a stiff competition from Apple’s iPhone and Android-based smartphones in the international market.
RIM had late last year announced a whooping 50% off on its Blackberry PlayBook tablet in India and this latest price drop of up to 26% across four best selling BlackBerry handsets indicates company’s intent to further consolidate its position in India market where it still has a large population of loyal users.
In India BlackBerry smartphones are still very popular especially in hands of youngsters and corporate users who not only love RIM’s BlackBerry Messenger service but also find it to be much cheaper with more features than conventional other messenger services.
The BlackBerry Curve 8520 is now priced for Rs. 8,990 which is about 18% price cut from earlier Rs. 10,990 while BlackBerry Curve 9380 which used to retail for Rs. 20,990 now comes 19% cheaper for Rs. 16,990.
Blackberry Curve 9360 which used to retail for Rs. 19,990 now comes for Rs. 18,990 while Blackberry Torch 9860 which was earlier priced at Rs. 29,990 gets maximum 27% price cut to Rs. 21,990.
According to a report by the Times of India, Sunil Dutt, MD of Research in Motion, India had said that further price cuts for their handsets is still on the table and “the objective is to reach out to more consumers and therefore, make our devices affordable for both the consumer segment as well as for our enterprise customers.”
It’s interesting to note that the leading smartphone brand Samsung has 17 handsets in the India market out of which six are sub-Rs. 10,000, seven are in the Rs. 10,000-20,000 range, and only four are more than Rs. 20,000 price point. In contrast, RIM has only a single smartphone to offer in the sub-10,000 price range.
RIM’s BlackBerry continues to faces a stiff competition from Apple’s iPhone and Android-based smartphones in the international market. The company only recently announced slashing workforce which includes departure of several top executives while promising that big changes are coming at the struggling company in the wake of another disappointing financial performance.
According to some reports, the company’s future rests on its upcoming BlackBerry 10 (BB10) software platform which is to drive future handsets and tablets, was on schedule for release later this year and would be the foundation of RIM’s business for years to come.