BlackBerry Will Not Sell Cheap Phones Says CEO

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BlackBerry won’t be selling cheap versions of its BlackBerry 10 devices, the company’s CEO said.

During a question-and-answer session at a conference in Ontario, BlackBerry CEO Thorsten Heins said the company will not enter the low-cost phone market.


“You will not see us getting into the 50-, 60-buck phone segment,” he said, according to a report by Bloomberg, “This is not BlackBerry.”

However, BlackBerry, formerly known as Research in Motion Ltd., will begin selling cheaper devices than are already available in emerging markets like India. The company began selling the BlackBerry Z10 in India last month for a price equivalent to $800 USD and will begin releasing less-expensive phones “that are more geared towards those price bands where people need to be,” Heins said according to the Bloomberg report.

India accounts for about 20 percent of BlackBerry’s Asia-Pacific sales, according to IDC and Heins noted that the Z10 sold five days worth of inventory in just two days in the country after its release on Feb. 26.



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