Gartner Research

BlackBerry Turns Page With BlackBerry 10

Published: 26 February 2013

ID: G00250202

Analyst(s): Carolina Milanesi, Brian Blau, Roberta Cozza

Summary

Research In Motion gave way to BlackBerry as the Canadian vendor launched its new corporate identity and introduced its first two devices on its new platform. Competition to appeal as a third ecosystem remains fierce as consumers' preference for iOS and Android continues.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • BlackBerry's longstanding relationship with carriers will serve as an advantage in gaining marketing and product positioning support as the battle for the third ecosystem remains open after Windows Phone 8's uptake failed to accelerate in 4Q12
  • As branding is one of the key assets and differentiators a company has, the move to BlackBerry allows it to build on its name while providing weight to its new direction
  • With applications growing in importance, the success of BlackBerry 10 will depend on developers' support past the initial phase when incentives matter more than sales
  • Balancing the needs of the IT departments and those of the users will be critical to the success of the BlackBerry platform as bring your own device (BYOD) gains in popularity

Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.