BlackBerry tackles emerging smart market
The Q5 could be a very significant device for the company, as there is a significant opportunity for high-quality low-cost smartphones.
Emerging markets accounted for roughly 17% of the nearly 450 million smartphone shipments globally in 2011 and Ovum projects that emerging markets will account for nearly 40% of the 1.7 billion smartphone devices shipped globally in 2017.
BlackBerry is clearly aiming to replicate the success of the BlackBerry Curve in emerging markets, doing so will help the company establish the Blackberry 10 platform in the market. However, BlackBerry has significant competition in this area with a number of handset manufacturers championing an array of low-cost Android devices as well as Nokia’s Asha 501.
The crucial aspect of the Q5 launch will be its price and if Blackberry can address the sub-$100 (€77) smartphone opportunity.
Adam Leach is principal device and platforms analyst at Ovum. For more information visit www.ovum.com