BlackBerry Q10: Here It Comes

| About: BlackBerry Ltd. (BBRY)

On April 24 I said this about the impending BlackBerry (NASDAQ:BBRY) Q10 launch:

So how does this all tie into the Q10? Simple: The (foolish and ultimately guaranteed to fail, in my view) drive to media phones, where the business model is one not of giving the consumer what they want but rather, in fact, is all about trying to reach into their wallet on a continuing basis through the day left those who didn't change their model of what they do with a mobile device out in the cold.

There are a lot of those people -- they see the 'mobile smartphone' as primarily a means to make and receive calls, of course, but also as a primary means of textual communication, especially email.

This user of the technology literally has nowhere to go in the current 'smartphone' space.

Until May 1, that is, when they do -- the Q10.

It looks as if I was right:

According to two people who were there separately, the Carphone Warehouse outlet was selling dozens of handsets at once to buyers from corporate IT customers and to would-be exporters.

In a statement, Selfridges said that the Q10 had been its fastest-selling consumer electronics product ever, through its London, Birmingham and Manchester stores. 'Selfridges' initial stock of the BlackBerry Q10 sold out in stores within two hours, the store said in a statement. 'Stock of the BlackBerry Q10 is being continually delivered on the hour, every hour to keep up with demand.'

Fastest-selling consumer electronics product ever? Oh, boy. And this was with essentially no promotion.

Of course, the Guardian article had to find someone who would try to pan the release, complaining that they didn't "restrict" people from bulk buys who might be looking to resell. So what? A sale is a sale is a sale. And if there's a lot of demand, exactly what's wrong with someone willing to speculate coming in and buying up a briefcase -- or suitcase -- full of the phones? I see no problem with this sort of transaction, and it certainly tells me that the marketplace thinks about final demand for the device.

As I noted in my piece, I suspect that 10%-15% of smartphone users fall into the category of using their phone for business, defined as "I want to communicate" -- rather than I'm a fanboy and love to consume media where Madison Avenue can try to shove advertising down my throat. Both iOS and Android are aimed at the latter population and, like good little sheep waiting to be shorn, the mass market has bought into that model hook, line and sinker, ponying up $600-plus (and often well north of $1,000 under subsidized phone sale models) for the "privilege" of having ads shoved in your face on your handset.

The business users who actually need to communicate quickly, effectively, and securely are the real users of technology for the purpose of leveraging their earnings power. They are a minority of the user population, but they're the high-income people who power both America and the rest of the world -- rather than 16-year-old kids screaming at their parents for "iPhony" status symbols.

They were also an unserved market that had been intentionally passed over by both Google (NASDAQ:GOOG) and Apple (NASDAQ:AAPL), since their reaction to all the advertising is one of revulsion rather than bowing before the Madison Avenue gods. Until now.

Disclosure: The author is long BBRY.