Jefferies & Co. analyst Peter Misek on Tuesday raised his rating on RIM shares to “Hold” from “Underperform, based on reports that carrier interest in BB10 is actually pretty strong.
"We have been surprised by the strongly positive initial feedback on BB10 from carriers," Misek wrote in a recent note to clients. "We are a bit puzzled as we expected a more muted response given BB10 is two years late and RIM’s market share has plunged from 20 percent to 5 percent."
So, carriers seem to like it, and are expressing interest. But the real question, of course, is whether or not consumers will buy them.
Some might. Many consumers, you see, don't don't go into a store with preconceived notions as to what to buy. They just want a new phone.
Or some may have some idea as to what they want, but may still seek out and listen to recommendations.
In short, carrier influence and promotion matters.
That played a key role in Android's initial success, when carriers promoted Android phones as alternatives to the hugely successful — and often unavailable — iPhone.
In a similar vein, carriers today are now looking for ways differentiate themselves from the hordes of "me too" Android phones. It's a major reason as to why Nokia partnered with Microsoft and Windows Phone, and why they didn't jump on the Android bandwagon.
There's a catch, of course: BB10 phones also have to work out of the gate.
If they don't, or get royally panned by the press, then all of the push in the world won't matter at all.
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Then again, according to a report in the Wall Street Journal, the NTSB may join the growing number of government agencies that plan to ditch the BlackBerry in favor of the iPhone.