The BlackBerry Z10 is now selling for $99 at AT&T and Verizon, while Amazon is selling it at $49. The price drop is aimed at breathing life into sales for the Canadian company, which lost $84 million in the most recent quarter.
“Now is the right time to adjust the price,” a BlackBerry spokesperson told the Wall Street Journal. “It’s part of life cycle management to tier the pricing for current devices to make room for the next ones.”
That could mean that the company is selling the stock on shelves now before it launches a second-generation smartphone with the same Z10 DNA. The price cut from the original $199 price just four months ago isn’t a good sign for BlackBerry, formerly known as Research in Motion.
Thorsten Heins, chief executive of BlackBerry, acknowledged that the launch of the latest smartphones in the U.S. didn’t go as well as it hoped. BlackBerry also let go its head of U.S. sales, Richard Piasentin last month. It’s an uphill battle for BlackBerry to gain market share in a field crowded with devices based on Apple’s iOS, Google Android, and Windows Phone.
Read also:
BlackBerry Z10 prices slashed across the board: $ 99 at Verizon and AT&T, $ 49 … (Engadget)
BlackBerry Q10 Review : Old Keyboard , New OS , Same Tricks ? (Forbes)
BlackBerry Z10 price drops at Best Buy (Washington Post)
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