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Research In Motion Limited (NASDAQ:RIMM) Needs More Than a Name Change

January 30th, 2013

blackberryFive years and roughly 80% too late, Research In Motion Limited (NASDAQ:RIMM) has officially attempted to reemerge in the overcrowded smartphone business. At the same, the once dominant mobile device maker from Waterloo, Ontario has also decided to rebrand, adopting the ubiquitous name of its primary product, Blackberry, and will be listed under the ticker symbol “BBRY.”

As for the new phone, known as the BB10, it will be available in touch screen or traditional QWERTY keyboard models and carries a host of familiar features as well as a few new ones. The phones are expected to be available in March through the major wireless carriers. Ultimately, there’s more riding on this product launch than simply the success of a new device. Even the company’s marketing materials referred to the launch as “a starting point, not a finish line” given the do-or-die stakes that are in play for a business that is about one-tenth the size it once was.

“Is this the end of the beginning, or the beginning of the end,” quipped Dave Garrity, principal with GVA Research in the attached video. For him, the list of businesses which “successfully shrunk themselves to prosperity” is short, and thus, he has serious misgivings about Blackberry’s future.

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  1. dave
    March 7th, 2013 at 14:25 | #1

    its not fair that you should be allowed to comment if your a BB employee Angel. and as for BB name change they changed the wrong name. they should have dropped BB and kept RIM. why would Rim put out a 16GB handset when it was possible for a 32GB handset so they would have at least somewhat stood out from the others. i reallize that storage is expandable but so what. one thing i noticed is that Rim did drop the 16GB tablet and made the 32GB then minimum storage,so why did they not do that for the Z10?? that was their first mistake besides the fact they copied the I-Phone. oh and by the way Angel all phones come from the same manufacturers,same isides but a prettier shell. if Rim would have truly reinvented the smartphone then the stock would have been at $50.00 a share buy now you have to realize that Mr Garrity does extensive research prior to writing a story Angel,its their code of ethics. Good writing Mr Garrity and have a good day. (:

  2. Angel Hammoud
    January 31st, 2013 at 00:57 | #2

    So let me get this straight Mr Garrity. Two of your three criticisms of BlackBerry are 1) a supposedly unecessary name change that you believe will cost shareholders “hundreds of millions of dollars and 2) that BlackBerry’s CEO “mispronounced” the name of the phone he helped create. These criticisms are juvenile (really who cares if it’s “zee” or “zed”) and misinformed (sure, BB could spend $200 million like BP did or $1.8 million that BBC did to rebrand). Oh, and when you try to criticize the very competitive price point of the new BB10 phones compared to others at the same price, all you can say is that those cheap Chinese-made phones have “similar functionality”. I dare you to see how a $150 Huawei phone stacks up against the Z10 and tell me if the functionality is the same.

    Your so-called commentary is comical at best.

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