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Goldman: ‘Disappointing’ BlackBerry Z10 launch hindered by ‘surprising lack of marketing support’

BlackBerry Z10 Launch

If the BlackBerry (BBRY) Z10 succeeds in the United States, it won’t be because of anything AT&T (T) has done to help. Per StreetInsider, Goldman Sachs on Monday released a new note that described a “disappointing” launch for BlackBerry’s flagship smartphone in the United States and said that there was a “surprising lack of marketing support and poor positioning of the product” in several retail outlets, including AT&T stores, Best Buy (BBY) and Radio Shack. Goldman’s note backs up another report we heard last week about AT&T stores in New York and San Francisco that didn’t feature any displays or marketing materials for the Z10 on its launch day. This reported lack of marketing support and slow launch weekend have led the previously bullish Goldman to cut its price target for BlackBerry shares to $17 while downgrading them from Buy to Neutral.

Prior to joining BGR as News Editor, Brad Reed spent five years covering the wireless industry for Network World. His first smartphone was a BlackBerry but he has since become a loyal Android user.