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Ouch: BlackBerry Z10 Return Rate Exceeding Sales

by Todd Haselton | April 11, 2013April 11, 2013 11:00 am PDT

BlackBerry Z10 Verizon-VS-Black-White-Front

The BlackBerry Z10 was launched with much fanfare back in January, but consumers aren’t digging the phone. At least not according to two new reports published by analyst firms that suggest sales of the BlackBerry Z10 make up less than 2 percent of all sales at Verizon and AT&T.

“We believe key retail partners have seen a significant increase in Z10 returns to the point where, in several cases, returns are now exceeding sales, a phenomenon we have never seen before,” Jeff Johnston, an analyst with Detwiler, wrote in a report obtained by The Wall Street Journal. Another analyst with ITG said that the phone is selling on a par with “anemic” sales of phones the company launched long before the BlackBerry Z10 that run an older operating system.

Johnston told The Wall Street Journal the BlackBerry Q10 will likely sell better because long-term BlackBerry fans will naturally gravitate to the full QWERTY keyboard. That may very well be the case, but BlackBerry thinks consumers will adopt its software keyboard in the long haul.

“We do harbor a belief that we will be able to convert die-hard keyboard users to the same efficiency but in the on-screen side,” BlackBerry’s Richard Piasentin, vice president and managing director for U.S said in a recent interview with TechnoBuffalo. “We will see a significant portion of those folks make the migration to a full screen experience.”

That’s clearly not the case, for now.

Todd Haselton

Todd Haselton has been writing professionally since 2006 during his undergraduate days at Lehigh University. He started out as an intern with...