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BlackBerry Q10: a commercial failure by retailers

Friday, August 30, 2013

Phones with QWERTY keyboards have always been the strong suite of BlackBerry, which is why when the company revamped their product portfolio with BB10, they decided to not forgo QWERTY phones altogether and launched the Q10 (and consequently the Q5).

Well, it seems that strategy isn't working out so well. According to the Wall Street Journal, who talked to retailers in the US and Canada, the Q10 is an unmitigated failure. There is no demand for the device and the retailers have had to return their stock.

One Canadian retailer even went as far as saying "I think we'd all say that the Q10, the one we all thought was going to be the savior, just hit the ground and died." And this is BlackBerry's home country we are talking about .

While this doesn't mean the all-touch Z10 are flying off the shelves things are looking particularly bleak for the keyboard based BlackBerries. Clearly the market for these devices has dwindled in the past and few would now want to waste precious space for a physical keyboard when they could have a large display instead .

BlackBerry now needs to rethink their strategy and assess if people really want to buy QWERTY BlackBerries anymore. Or simply BlackBerries, for that matter.

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