by Holly Shoemaker
Research In Motion (RIM) has finally set a release date for
its BlackBerry 10 devices – January 30, 2013. Consumers should expect to first
see a full touchscreen device followed by ones with keyboard capability.
Thorsten Heins, the company’s CEO, said RIM initially used about 50 carriers for testing. While he said the number increased, no specifics were provided at this time. The company also remained vague on what devices the
four major U.S. carriers would stock.
In terms of apps, Heins said the company will gain ground,
but specifics lack here too. He did not mention any new apps for the BlackBerry
10, but said it will offer must-have ones and programs specific to countries. For interested developers, RIM started
accepting apps for
BlackBerry App World for the new QNX-based operating system in October.
Stakeholders Respond Well
The market and analysts responded favorably to the news. Goldman
Sachs upgraded the company’s shares. It stated there is a 30 percent chance
that RIM’s BlackBerry 10 lineup with be successful. Goldman Sachs upgraded the company’s status to "buy" from "neutral." In turn, the stock market responded well. RIM’s shares rose almost 10 percent. While the stock rose 78
percent since September, it has lost more than 90 percent from its 2008 high.
When will the company make a profit? Analysts still expect the company to clock in a loss next year, with a turnaround expected in February 2014.
Concluding Thoughts
This is encouraging news for RIM, although the company still
cannot compete with the upcoming holiday season. To that point, RIM does not seem all that
concerned. Its devices will initially target the high-end market and rely on
the popularity it had focusing on QWERTY. Now, after much disappointment, RIM
must stay firm on this release date.