Low sales were the consequence of BlackBerry risky strategy

As it became known, sales of smartphones running BlackBerry 10 were nearly 800,000 units lower than expected in the company's BlackBerry. Over the past quarter was supplied only 2.7 million units, while the manual counting of 3.5 million. The reasons for the failure is called a wide range of solutions from a bad perception of the brand to the lack of the ecosystem. However, the most likely cause is as wrong price positioning of the entire family of new smartphones, which the company will be hard to fix. Devices BlackBerry Z10 and Q10 are set on shelves at a price close to the iPhone 5, which should correspond to the perception of the company as a premium brand. That would be a fair solution in 2010, but not in 2013. In addition hostage high price and became the flagship of "budget" model BlackBery Q5, which is 40% cheaper than Q10. Which puts it in the range of models priced around $ 400. In this segment, the main competitors are the BlackBerry Android smartphones, which at the same price offered with much higher performance. For example, in Britain at the retailer Carphone Warehouse Blackberry Q5 smartphone without a contract will cost £ 320 (about $ 480), and with a subsidy of its minimum price of £ 21 per month. Exactly the same price has Huawei Ascend P6. The downside of this smartphone is its brand, but the buyer gets a quad-core processor, 8-megapixel primary and a 5-megapixel front-facing camera, all in a shell thickness of 5.2 mm. Neither one of the characteristics of the BlackBerry device compared to it can not. Previously, BlackBerry phones were also not among the leaders in the specifications, but the perception of the brand has since changed, how things have changed and the situation itself in the smartphone market. As far as the future plans of the company, is not expected to change the situation, BlackBerry has no plans to bring to market devices that could compete with smartphones with the Android OS in the middle and lower price range.