Research In Motion Limited (NASDAQ:RIMM) Experiencing Pricing War In UK

In an endeavour to rescue its sales in the festive season, Research In Motion Limited (USA)(NASDAQ:RIMM) has stated that the BlackBerry’s Curve 9320 is the last of the BlackBerry phones using the old operating system. In addition to this the company is also executing aggressive plans to re-capture its UK market which is the most important and productive market in the European continent. Rigourous price campaign to entice the consumers is being carried out seen in a bid to stand its ground before its new devices arrive. The crash of the UK market by half in a year shook the pillar stone of the company and all the efforts of the company are now directed to overcome this shortcoming.

Looking at the prices of the BlackBerry phones, it appears that the British operators have given up on the pricier phones. While the price of the BlackBerry 9320 steeps down, the price of the BlackBerry Bold which is categorised as a high-end model remains at a completely unrealistic level.

Smashing the market, Phones4U one of the biggest retail offers BlackBerry 9320 at just £99 in sharp contrast to the company’s Christmas pre-paid deal for Samsung Galaxy Ace II which is available at £156. Even the Nokia’s so called cheap Lumia 800 starts at £150. Where once even the cheapest BlackBerry Curve models were sold at £130 during the beginning of the year, the price of BlackBerry 9320 towards the end of the year astounds everyone The price of the six-month old BlackBerry 9320 is now comparable to the Samsung Galaxy Ace — an old war-horse that first rode in the spring of 2011. However, the price of the 9320 remains unaltered in another retail powerhouse E2Save. Responding to the alarming situation of an unprecedented new BlackBerry device, Research In Motion has started executing an amazingly aggressive Christmas price war in the UK.