BBRY Prices Its New Budget Phone (9720) Out Of The Market

I did not see this posted (please close if it has been :) )

The sub $100.00 price point I disagree with (too low) but I think somewhere in the middle of this range would have been easier to swallow.


BlackBerry Ltd (BBRY) Prices Its New Budget Phone Out Of The Market

BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) has announced that it will stay true to form and completely misread the mobile phone market, this time by pricing its first budget phone, the BlackBerry 9720, at $280, instead of the sub-$100 price tag it probably needed to be a hit. The problem isn’t the phone itself, which is fine for the budget market, but customers can get just as much phone for significantly less or pay a bit more to jump into an entirely new category, explains Tero Kuittinen at Forbes.

The BlackBerry 9720 has an antiquated OS and a 2.7 inch screen. It’s basically the least you can offer someone and still call it a smartphone, but that’s actually not a terrible idea. There are plenty of people who would love an iPhone or Android but can’t justify the expense. That’s why Nokia Corporation (NYSE:NOK) (BIT:NOK1V) (HEL:NOK1V) released the Asha 501, a smartphone with a comparably small screen and old operating system. But the Asha 501 goes for $100 or less, sometimes as little as $80. So BlackBerry’s offer is that consumers can spend 450 percent more, get a slightly smaller screen, but enjoy the prestige of having the word BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) on their phone.

BlackBerry puts premium price tag on budget quality phone

It’s about to get worse. Details are scarce at this point, but most people expect the iPhone 5C to be a budget phone debuting at under $400. If it ends up being significantly less, say around $320, then it’s hard to imagine someone choosing an outdated BlackBerry over the newest iPhone to save forty bucks.

This comes after what has already been a terrible year, even for BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB). The Q10 and Z10 models that were supposed to reinvigorate the brand hardly made a dent in the market and their new mobile OS hasn’t seen any use because no one wants own a BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB). They’ve tried everything from slashing prices on those two new models, pushing their brand in India, and giving other platforms access to their BBM service, but none of it has given them traction.

The most recent rumors, that BlackBerry is up for sale, still seem like the most probable conclusion. At some point there’s no overcoming a tarnished brand name, and continued mistakes like this one aren’t going to help.

wow i dont know what to say. I picked up my Lumia 521 for $119 with a case and some earbuds tax and shipping included. SMDH

WTF!?! 280$!

Hopefully they will slash the price faster than usual.

Originally Posted by howarmat

wow i dont know what to say. I picked up my Lumia 521 for $119 with a case and some earbuds tax and shipping included. SMDH

The lumia 521 pretty much destroys it in value.

In the UK Carphonewarehouse has confirmed it will be stocking the BlackBerry 9720, but has mentioned no price. Over at Expansys, the smartphone can be pre-ordered for �179.99, while Handtec is accepting bookings for �177.59 which includes VAT.

Minus VAT equals �150 or about US$220

The 9720 isn't a low budget phone, it's just a OS 7.1 phone. Come on, that's not a curve!

Originally Posted by howarmat

wow i dont know what to say. I picked up my Lumia 521 for $119 with a case and some earbuds tax and shipping included. SMDH

That is just crazy.

Originally Posted by qbnkelt

Hopefully they will slash the price faster than usual.

It has too. I just can't see it moving at almost $300.

Originally Posted by W Hoa

In the UK Carphonewarehouse has confirmed it will be stocking the BlackBerry 9720, but has mentioned no price. Over at Expansys, the smartphone can be pre-ordered for �179.99, while Handtec is accepting bookings for �177.59 which includes VAT.

Minus VAT equals �150 or about US$220

That is still too much. As I said I don't see sub $100.00 but about $150.00 seems appropriate (if a little high)

280 is 20 bucks less than a Nexus 4. Ha.

If it is not a low budget phone, then what is it?

Originally Posted by PeterRei

The 9720 isn't a low budget phone, it's just a OS 7.1 phone. Come on, that's not a curve!

Oh when will they learn.



~STV on Z10STL100-3/10.1.0.2025 TMO US

I am still thinking it is a 9900 is disguise.

Does the camera focus or is it fixed focus.

That price is beyond stupid. It won't sell.

Originally Posted by danprown

280 is 20 bucks less than a Nexus 4. Ha.

And twice the price of loads of decent Android phones e.g. Optimus L5 II.

Originally Posted by greggebhardt

I am still thinking it is a 9900 is disguise.

Does the camera focus or is it fixed focus.

HEY!! We will not tolerate you insulting the 9900 like that :p

At least they won't have to worry about it cutting into Q5 and Q10 sales. :p

Well I resently stated that BB should sell the 9720 for �169 sim free.

If true, �179 is the closest any of my price opinions have ever been to an actual BlackBerry release date price.

How are they reaching these RRP figures?

Do they purposely price their phones ridiculously high? They've done it for every new phone so far!

Originally Posted by qbnkelt

Hopefully they will slash the price faster than usual.

Yeah but by that time most users would look at alternatives

Perception is everything in a market like this.

People are already wondering why an older than BB10 device is coming out.

WTF BB?!! LOWER THE DAMN PRICE!

Originally Posted by greggebhardt

I am still thinking it is a 9900 is disguise.

Does the camera focus or is it fixed focus.

5MP EDoF

I can only imagine what the price will feel like in local currencies.

it will sell for $199 and the q5 for $250

Jesus, that is insane. The Q5 is only $70 more around here, and the Nexus 4 is just $20 more - though in fairness, the Nexus is pretty heavily-subsidized by Google, but that doesn't make any difference to the consumer. I was hoping for no more than $200, preferably closer to $150. Sub-$100 is a little ambitious.

Originally Posted by LazyEvul

Jesus, that is insane. The Q5 is only $70 more around here, and the Nexus 4 is just $20 more - though in fairness, the Nexus is pretty heavily-subsidized by Google, but that doesn't make any difference to the consumer. I was hoping for no more than $200, preferably closer to $150. Sub-$100 is a little ambitious.

My thoughts exactly. $150.00 would have been pretty much the sweet spot. The problem I see is that when they do reduce the price (and they will have to) it will be perceived as another failure to launch by many. This phone may still sell well but that price gives me no hope.