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RIM Looking to Increase BlackBerry Sales Points in SE Asia

RIM is seriously thinking to push up its popularity in key markets of Southeast Asia. In order to achieve its goal, RIM has planned to increase its sales presence in the markets like Indonesia, Malaysia and Thailand, reports Bloomberg.

RIM’s head in Southeast Asia, Gregory Wade said at the Mobile World Congress in Barcelona that the company will expand the number of BlackBerry sales points in Indonesia to 4,000, including flagship stores, store-in-stores and kiosks.

According to Wade, the Canadian firm that recently appointed new CEO Thorsten Heins is serious about the company and has some ‘aggressive’ plans to grow the number of outlets selling BlackBerry phones in Thailand and Malaysia, major markets for its smartphone sales.

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Similar sort of plans has been implemented by the Canadian firm in India, where it has doubled the number of retail points selling BlackBerry smartphone and now it is targeting the other  major markets of Asia.


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Indonesia is described as a ‘proving ground’ for the region, said Wade. He believes that the country is a vital part of the company’s strategy in Asia. RIM held a global launch in the capital city Jakarta back in 2011 and also people showed great interest when Apple was launching its new handset there.

For RIM, SE Asia is one of the major markets across the world, as the region accounted for 31% increase in sales outside of UK, US and Canada during the last quarter. While the sales of the company dropped drastically in US to come down 45%.

There are several reasons that make Southeast Asia a vital market for RIM. Some of the reasons include competitive pricing, early mover advantage and the support of celebrities.

Like the increasing popularity of Apple’s smartphone, Android shipments are also on rise across Asia, both of which giving a tough competition to BlackBerry. Majority of customers prefer the affordable Android-based devices over BlackBerry and even over Apple’s smartphone. Apps are the big edge over the RIM’s BlackBerry platform.

Above all, the new CEO of RIM, Thorsten Heins is firm on his approach to keep RIM among the top three mobile firms. RIM is expected to launch some new devices in the ongoing year. The idea is not only to keep its position in Asia, but to further expand it.

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