Too Little, Too late?

Blackberry (BB), the company formerly known as Research in Motion, has a lot riding on their latest smartphone... their very existence. Once upon a time, in 2009, RIM had close to 50% of the Smatphone market. Today they have less than 6%. Will the Z10 phone turn things around for them and get them back into the game? That’s the big question we’re all waiting to get the answer to.

BB has reasonable expectations, they only want to improve their position to third behind Samsung and Apple. They are spending relatively big (for them) but still lag way behind the big two in marketing spending.

How do I see things working out? My prediction is that BB will remain a small player until Lenovo buys them out and puts some real money and marketing behind them.