Research In Motion Ltd (NASDAQ:BBRY) rises after it announces foray in low end niche

Boston, MA, 04/01/2013 – Blackberry has always been known to cater to the high-end market segment. However, the former Research In Motion Ltd (NASDAQ:BBRY) (Current: $14.44, Down by 0.84%) has now announced that it will be launching devices that operate on the Blackberry 10 operating system that will cater to the mid and lower-income niches which was a hitherto unexplored market for the mobile manufacturer. The company had just launched its Z10 and Q10 models both of which are still in the higher price range. The new handsets will include both touch-screen and keyboard models in both the categories said Thorsten Heins the Chief Executive Officer.

Emerging markets demand high

The lower-price models that will operate on the Blackberry 10 OS are being created for emerging markets such as Indonesia and India. The company will continue manufacturing the Blackberry 7-based models to other countries. This will help Research In Motion Ltd (NASDAQ:BBRY) compete more effectively with Samsung Electronics Co., Ltd (KRX:005930) (Steady at: 1527,000KRW) and Apple Inc (NASDAQ:AAPL) ( Current: $442.66, Down by 2.08%) who manufacture smartphones for this particular market segment.

Heins also said that he was not conducive to the idea of giving up the Research In Motion Ltd (NASDAQ:BBRY) hardware business and becoming solely a service provider. He said that the company is a provider of end-to-end solutions and would like to stay that way.

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