BlackBerry Torch Sales ‘Underwhelming’ According to Goldman Sachs, Everybody

BlackBerry-Torch-9800

RIM needed a BlackBerry miracle. Its market and value share are being slowly eaten up by the iPhone and Android. The BlackBerry Torch should have been that miracle, but alas it has failed to make waves and initial sales seem to indicate slow-but-maybe-not-steady sales.

According to analysts at Goldman Sachs, who called the sales “underwhelming,” the Torch certainly didn’t set any sales records on fire:

The firm noted that nearly all of the stores they called did not sell out of the device. Also the checks showed that the vast majority of Torch sales were driven by upgrades from existing BlackBerry subscribers.

So what we can glean from this is that there weren’t a whole lot of people who were switching carriers or devices in order to hop onto the BlackBerry bandwagon. Instead, it appears that the device has appealed mostly to existing BlackBerry users who were looking for a nice–albeit not very major–upgrade.

If RIM expects to stay competitive, the rumored BlackPad tablet is going to have to knock some socks off, and any future devices are going to have to really compete with HTC, Motorola and Apple in terms of what customers are looking for. Slow processors, low resolution screens and clunky interfaces just aren’t going to cut it anymore.

Reviews of both OS 6 and the Torch itself were mixed, if not mostly blase. The device offers nothing to users who have seen behemoths like the HTC EVO 4G or the Motorola droid X, and its screen resolution is laughable compared to the Motorola Droid (854 x 480) or the iPhone’s retina display (960 x 640). The operating system itself, while bringing much needed features like streamlined social networking integration, has been called cluttered and clunky by many reviewers.

At this point, it would seem that the only sensible way to drive sales is to either lower the cost of the handset or offer early upgrade options for customers who want the BlackBerry Torch. Or both.

If you’re interested in picking up a BlackBerry Torch, be sure to check out our full review here.

[Via: Know Your Cell]

  • Matthew

    i have a blackberry storm and i think it sucks and will definitely be dumping the whole blackberry plan when im up for an upgrade, just seems RIM does not see the future in phones and the making something thats competitive. i know from experience that the blackberry that my phone is constantly slow at launching programs and the browser speed is a joke, and reading this review i just cant wait a few more months to upgrade to a phone with android on it

  • cerhardt

    No…I’ll tell you why sells are down. They are coming out w/ newer versions of phones too fast. I bought the BOLD 9700 in Jan now the BOLD 9650 is already out. I would LOVE to have the Torch, but in order to be able to afford the phone I need to be able to use an upgrade, which since I got the 9700 in Jan is not available for 2 freakin years!!!! If the carriers would quit requiring you to wait 2 years before an upgrade was available then we could always get the newest versions that come out. Until then, sales are going to be down if they keep making a newer version every 6 mths. Apply only makes a new iphone once a year, no wonder their sales are out of the roof with each release.

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