Research In Motion (RIM), the makers of BlackBerry smartphones, could be looking at yet another round of price cuts, according to Sunil Dutt, managing director, RIM India. This comes less than a month after it slashed prices of its phones by 26 percent. Dutt, who has recently joined RIM after successful stints at Nokia and Samsung, is renowned for his aggressive sales and distribution strategies and this is most likely to be one of them. Also Read - Blackberry 5G smartphone 2021 comeback confirmed again, to bring physical keyboardsAlso Read - Blackberry is coming back once more, will debut in 2021 with a flagship keyboard phone
“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,” Dutt told The Times of India. Also Read - TCL will not design, manufacture or sell BlackBerry smartphones from August 31
RIM is spread thin in the sub-Rs 10,000 price point, a segment that is witnessing a lot of growth in the smartphone space. At the moment, it has just the Curve 8520 in that segment, which is also its most popular model. The Canadian smartphone vendor will be launching the Curve 9220 in India on April 18 and it remains to be seen whether it can price it under Rs 10,000. The 9220 has features similar to the 8520, but adds FM radio, Wi-Fi and a dedicated BBM key.
RIM posted a loss of $125 million on a revenue of $4.2 billion in its most recent quarter and saw its smartphone sales dropping a whopping 21 percent from the preceding quarter to 11.1 million units. India and Indonesia remain its biggest markets as smartphone’s running on Android and Apple’s iPhone have eroded its market share globally. RIM is estimated to have a 10 percent market share of all smartphones sold in India. Samsung and Nokia have nearly two-thirds of the market share when it comes to smartphones.