RIM blackberry in December 2, is that the company will be included in this quarter the $485 million cost, for the PlayBook of the price, reduce inventory, and is expected to full-year profit target cannot achieve. It also means that it will be forced to sales in the red PlayBook.
Not all of the tablet computer are like amazon that lucky, can be in a very short time to achieve and apple iPad line-up pattern. RIM blackberry is a more tragic example. According to foreign media reports, RIM blackberry PlayBook sales continue to slide two months, at present the iPad sales is only about 1%. Facing the strength of the competitors, RIM will be forced to cut more than the original price PlayBook price half, fell to $300, the costs of production in the PlayBook for $250 to $300, that would also mean the blackberry will lose sales.
Avian securities analyst Matt Thornton (Matt Thornton) said RIM needs to pay for the loss, because the current PlayBook is the only a running BBX operating system products. RIM will be the future of the company lies in BBX. Give up PlayBook marks on the BBX no faith, alienated developers, and so he will be in the face of the apple iOS and Google’s Android mobile provides almost can’t face any competition. Thornton said, “RIM can’t give up PlayBook. PlayBook is RIM to the only can show developers a BBX products, it has not been launched operation BBX smartphone.”
Writedowns PlayBook inventory value is another one of RIM encounter bad news. Blackberry smartphone market share is being iPhone and Android mobile phone nibbling. Apple and Google can rely on the mobile phone of hundreds of thousands of applications running to appeal to consumers.
RIM said, stimulate PlayBook sales need more promotion measures range. The third quarter sales PlayBook by the second quarter of 500000 sets down by 150000 units. According to Mr Thornton says, this means the production cost of $250 to $300 the PlayBook may need further reduction, “if the retail price down to $199, RIM would lose money every sales. RIM a PlayBook will lose money”.
Market research firm IHS iSuppli data show that apple in the latest quarter sales in 11.12 million iPad, the first quarter amazon Kindle Fire sales could reach 3.9 million sets. Due to the low sales, HP August gave up the TouchPad tablet computer.
The joint RIM CEO Mike raza rafael in (Mike Lazaridis) December 2, said PlayBook can’t give up, because the tablet market “is still at an early stage,” according to some market promotion measures positive reaction, RIM believe this strategy will speed up the popularization of new operating system “, help for producing products next year to create applications should “.
Bahl & Gaynor investment consultant company’s Matt MaiKeKe Mick (Matt McCormick) said, “out for good in products, RIM management performance is not good enough, this also is the share price problem. My shrink see RIM prospect of signs of improving recently.” Since this year, RIM came to share prices fall 71%, the same period apple stock is up 21%.
The joint RIM CEO Jim baal zeri (Jim Balsillie) to march, analysts said the new operating system and development PlayBook of cost will be “the impact of recent revenue growth,” but, for a has “breathtaking market opportunity” for the product, this is worth it.
Selling several weeks, by batch of lack of special PlayBook email software. RIM commitment will through the upgrade package to solve this problem. According to the latest plan, RIM released in February next year upgrade packages. RIM said, first BBX software running of the blackberry smart phones will be released after finish development, no longer reiterated in the first quarter of next year with the release of the target.
Reduced the PlayBook released inventory, RIM shares fell 9.7%, is since the first quarter results after did not reach the biggest one-day fall. At present, RIM stock price than the book value of the $18.92 11% lower, suggests that investors think RIM less than its value of the cash, stock, real estate and intellectual property rights of the net worth the sum.