![]() Understand How a Company’s Products Impact its Stock Price at Trefis PlayBook accounts for less than 1% of our price estimate for the RIM stock, which means that PlayBook's value to RIM is unlikely to improve if this strategy continues. We estimate that the PlayBook's gross margins will decline from about 17% in 2011 to 10% in 2012, and that the trend will continue in the future. Whether the company offers deep discounts through promotions to retail users or gives away free PlayBooks to attract developers, the strategy is bound to hurt its margins. ![]() The PlayBook promotion is just one part of RIM's ongoing effort to attract developers to its app store. Īccording to the blog, there is overwhelming interest in the offer, and the company has seen 1,500 apps submissions as of last Friday and 6,600 new developers have registered at the BlackBerry app store. Last week at the DevCon Europe event hosted by the company, the company executives stated that contrary to the popular belief BlackBerry users have shown great interest in embracing smartphone apps. Recently RIM announced that it is extending a promotion that awards a free 16 GB BlackBerry PlayBook tablet to developers who port their existing mobile applications to the new BlackBerry PlayBook OS 2.0. Not only is RIM attracting users by giving them huge discounts on PlayBook, but it’s also wooing developers by giving them free PlayBooks. RIM Attracting Developers Through Free PlayBook Offer Our $16.50 price estimate for RIM stock is about 10% above the current market price.
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