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BlackBerry Torch already selling for half-off
By: cnn.comPosted On: 08/18/2010 1:45 P
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The BlackBerry Torch isn't setting the smartphone world ablaze.
The BlackBerry Torch isn't setting the smartphone world ablaze.
Research In Motion and AT&T sold no more than 150,000 of the devices over the weekend, according to estimates by RBC Capital Markets and Stifel Nicolaus analysts. By comparison, Apple's iPhone 4 sold 1.7 million units in its first weekend of sales.
The Torch, a touch-screen smartphone with a slide-out keyboard, went on sale Thursday for $199 with a new two-year contract, but Amazon.com (AMZN, Fortune 500) immediately slashed the price of the Torch in half to $100 (see correction below). That's the same price Amazon is offering on the three-month old BlackBerry Bold 9650.
Wirefly, LetsTalk.com and other mobile phone outlets also are selling the Torch at a much steeper discount than other phones that just launched. For example, the Motorola Droid 2 (which also launched Thursday) goes for $150 on Amazon and Wirefly, while the back-ordered Droid X sells for $180 on each site. Each carries a list price of $199, just like the Torch.
RIM hailed the BlackBerry Torch as the "best BlackBerry ever" earlier this month, and it's unquestionably the company's most advanced smartphone. But AT&T (T, Fortune 500), the phone's exclusive carrier, also offers Apple's (AAPL, Fortune 500) iPhone. At the same $199 price point and the same data charges, customers would really have to love the new BlackBerry operating system and the Torch's pull-out keyboard to choose a Torch over an iPhone.
Some analysts weren't surprised by Amazon's price chop and predicted that AT&T (T, Fortune 500) would likely follow suit.
"The device will ultimately have to sell in the marketplace side-by-side with Apple's iPhone," Sanjiv Wadhwani, analyst at Stifel Nicolaus, said in a research note. "To sustain U.S. sell-through momentum into the November quarter, we believe the price of $199 on contract will have to fall."
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