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Is BlackBerry back? Strong early BlackBerry 10 demand could signal RIM comeback

Updated 10 years ago
BlackBerry 10 Demand

After hitting a rough patch that seemed to last for most of 2012, Research In Motion (RIMM) may finally see the light at the end of the tunnel. RIM plans to unveil the finished version of its next-generation BlackBerry 10 platform at a press conference on January 30th, and at least one new smartphone is expected to be revealed during the event. Generating interest in BlackBerry 10 within the crowded global smartphone market will be no easy task for the struggling vendor, but if demand at top Canadian carrier Rogers is any indication, RIM is off to a promising start.

In mid-December, Rogers began taking reservations for RIM’s first BlackBerry 10-powered handset. The carrier offered almost no information about the BlackBerry smartphone, which has not yet been announced, but asked subscribers interested in purchasing the device to register on the company’s website.

BGR approached Rogers on Thursday to see how subscriber response has been thus far.

“While we can’t release the total number of reservations we have received for the BlackBerry 10 all-touch device, we can say that customer interest is definitely strong and reservations continue daily,” a Rogers spokesperson told BGR via email.

The strong response from Rogers subscribers despite being provided only with the knowledge that the device will feature an all-touch form factor and will run the BlackBerry 10 OS is a good sign for RIM.

The vendor has a number of difficult challenges ahead, and convincing current BlackBerry users to upgrade en masse is near the top of the list. Strong early demand at Rogers for RIM’s first BlackBerry 10 handset is clearly a positive sign in this regard, as most early reservations likely came from current BlackBerry subscribers.[bgr-post-bug]

Zach Epstein
Zach Epstein Executive Editor

Zach Epstein has been the Executive Editor at BGR for more than 10 years. He manages BGR’s editorial team and ensures that best practices are adhered to. He also oversees the Ecommerce team and directs the daily flow of all content.

Zach first joined BGR in 2007 as a Staff Writer covering business, technology, and entertainment. His work has been quoted by countless top news organizations, and he was recently named one of the world's top 10 “power mobile influencers” by Forbes. Prior to BGR, Zach worked as an executive in marketing and business development with two private telcos.