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With its U.S. smartphone share having fallen to miniscule levels, RIM (RIMM -1.1%) is counting...

  • Friday, January 25, 5:43 PM ET
    With its U.S. smartphone share having fallen to miniscule levels, RIM (RIMM -1.1%) is counting on a Super Bowl ad to create some buzz in the country ahead of its first BB10 hardware launches (likely the Z10 and X10). In a PR discussing the ad, RIM suggests new BB10 tablets will eventually arrive to go with smartphones. The average price for a 30-second Super Bowl ad this year is reportedly $3.8M.
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This news story has 18 comments:

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    Nice!!
    25 Jan, 05:49 PM Reply Like
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    Can't wait to see the ad!! Soooo coooool!
    25 Jan, 05:55 PM Reply Like
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    Please RIMM, just make a decent tablet, just something better than the IPad that does not have any WIFI issues, that can port all of my ITunes purchases so that I can get off of Apple once and for all. Please Mr. Heins listen to your faithful investors and make something better than Apple. I really want to believe that the new BB will be better than Apple. I really, really do.
    25 Jan, 06:47 PM Reply Like
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    Market cap = $9 billion
    Revenue = $12 billion

    Do I need to say more?
    25 Jan, 06:52 PM Reply Like
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    Yes
    27 Jan, 03:39 PM Reply Like
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    Smart! 3 MILL IS CHEAP!
    25 Jan, 07:38 PM Reply Like
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    This phone is going to be awesome !
    25 Jan, 08:34 PM Reply Like
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    I think they should bring out a touch screen netbook with a real key board and full PC capabilities. Tablets are uncomfortable to hold and apps are near useless to get anything done but play. And the crazy thing is they now come with an optional keyboard...have we gone full circle. RIM make this communicate with our BB10 phone and we will have a winner. Innovate beyond apple's current team which I think you can now.
    26 Jan, 12:12 AM Reply Like
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    Retired business owner . Occasional trader. Never listen to a stock brokers or an analyst. I do my own research.
    26 Jan, 01:30 AM Reply Like
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    there aerate great number of customers who really do prefer RIM over Apple!,I can definitely understand their feelings since I own an Apple I-pad and it is a constant problem !
    26 Jan, 08:04 AM Reply Like
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    This may have more to do with your inability to spell and punctuate properly?
    26 Jan, 10:35 AM Reply Like
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    Price is good considering the HUGE Audience....that's how Apple got on the map in 84
    26 Jan, 10:16 AM Reply Like
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    I think the problem with (AAPL) now is that many people are new to (AAPL). If you don't know how to use it, you don't like it. I love my iPhone and iPad and see the Mac as superior to the PC. But for some functions I prefer a PC. The iPhone is not perfect, but it is great. Most apps work well, but some suck. Had to wait for the bus for 30 minutes in 26 degree weather. If it wasn't for the bus app, I would have waited outside the entire time. But since I could see where the bus was on the my iPhone, I could go inside and come back out just before it got there.

    Some people are probably annoyed by the high cost of owning a smartphone. $40 a month for me, but that is because I share plans with my family. But is the price for other smartphones any better?

    The iPhone costs $499-$899 depending on the amount of memory you want and the data plan. Yes, Galaxy is cheaper, but it is all preference. I don't like how the Galaxy looks. And it is too thin for me. Plus, I don't want a bigger phone. Isn't the purpose of a phone to call from one place to another, not to watch movies or play games?
    26 Jan, 12:01 PM Reply Like
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    I sometimes think (AAPL) is like the New England Patriots. The Patriots have surged since 2003, just like (AAPL). Everybody hates a dominant team or company. I think the (AAPL) haters are just jealous.
    26 Jan, 12:02 PM Reply Like
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    Timing is good. BB7 came out with really bad timing. It's pretty quiet in the smartphone world right now, with no big-deal devices set to come out next to BB10.

    US customers with subsidized phones make for a hard target market for RIM, considering how effectively its competitors are timing their product entries. I don't expect a big splash or "long lines" as it were but it's high time RIM came out with market competitive software. The BB7 devices upgraded the hardware to be closer to its competition and BB10 brings software that meets the competition.

    Considering its security and backend advantage, it may do all right in its primary market segments of corporate/government, and considering its timing it may do ok with consumers as well.

    I'm a long term fan although I sold my stock long ago and do not currently hold a position. Moderately bullish.
    26 Jan, 03:48 PM Reply Like
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    Your first sentence points out just how smart the delay till 1q 2013 was...:)

    27 Jan, 08:52 PM Reply Like
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    Interestingly enough, Blackberry's have always had lower specifications than the concurrence, without even mentioning their tiny hard disks. I'm wondering if they learned their lessons and if BB10 devices are going to be at least as good as iPhones. I'm also very intrigued to see the new low-end Blackberry's. After all these models keep Blackberry phone division afloat, even though they get the less attention. Those low-end devices will have to compete agains Samsung, Nokia and Huwai, which is not going to be easy at all.
    26 Jan, 09:50 PM Reply Like
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    "Blackberry's have always had lower specifications than the concurrence"

    Blackberry was slow to migrate up hardware specs in deference to battery longevity. Most of the competition took a while to implement the battery sizes needed to meet BB longevity.
    27 Jan, 10:17 AM Reply Like
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