News and views on the Canadian telecom industry, and tips and tricks for saving on your cell phone bill.

Wednesday, February 15, 2012

Playbook 2.0

Rim has gotten its fair share of bad press over the past 12 months, arguably 36 months. And the much anticipated Playbook has not lived up to the expectations to put it mildly. Sales have been a colossal failure in terms of revenue from the playbook which negatively impacted their stockprice along with a host of other things as well.

Over the past few months we've seen the playbook's price drop from $500.00 to $300.00 in October, to a staggering $150.00 in mid January. The playbook's demise has been tied to many factors including the lack of native software support for calendar and email applications making it an easy target in the court of public opinion. For the record those applications are available through tethering. Thousands of playbooks gathering dust on shelves became the metaphor for a hasbeen canadian cell phone giant who couldn't even build a tablet with email and calender support.

However, despite all the humiliation and defeat RIM suffered through the playbook's demise, an interesting phenomenon took place, perhaps an obvious one. As RIM slowly began to drop the price on the playbook, they began to sell.

This is to be expected right, you drop the price on something its going to sell better, no surprise there.

However, could it be that RIM deliberately dropped the price of the playbook rather than take it off the market altogether.

When I purchased my iphone 4 I dropped $50.00 on an otterbox for it. In doing that I held on to it for longer than normal because of the additional investment.

Could it be that by getting playbooks into the hands of more people, they slow the progression of their users jumping ship to iphones. Could it be that RIM turned their fortunes around by dropping the price on the playbooks to preserve their primary brand: Blackberry.

Time will tell to see, but most of the reaction I've heard from Blackberry users has been strong on the playbook front, and with an update to QNX 2.0 on the playbook, I expect that positivity to grow.

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