What's Happening?
Research In Motion, now known as BlackBerry, is set to unveil the long-anticipated BlackBerry 10 in Toronto. This launch is crucial for the company as it attempts to regain its footing in the competitive
smartphone market. However, Canadian consumers face a significant hurdle in adopting the new device due to the high costs associated with breaking existing cell-phone contracts. While there is a sense of national pride and support for BlackBerry, the financial implications of switching devices may deter many potential buyers. The launch is a pivotal moment for BlackBerry, which has struggled to maintain its market share in the face of competition from other smartphone manufacturers.
Why It's Important?
The launch of BlackBerry 10 is a critical test for the company as it seeks to re-establish itself in the smartphone industry. The success or failure of this launch could have significant implications for BlackBerry's future, impacting its market position and financial health. For Canadian consumers, the decision to switch to the new BlackBerry device involves weighing national loyalty against practical financial considerations. The outcome of this launch could influence consumer behavior and contract policies in the telecommunications industry, potentially leading to more flexible contract terms in the future.
