The talk of the week is all about Research In Motion (RIM), or their new official name, BlackBerry. The new BlackBerry Z10 has not been yet released but it is already making its appearance on ebay. This new technology has completely abandoned its signature keyboard and switched to touch screen to compete with other smartphones on the market.

Where there’s popularity, there is always fans, and that goes for the people who can wait hours even days for new gadgets in front of retailer stores. Some avid BlackBerry fans cannot bare the waiting queue and started bidding for the Z10 online for more than $3000.00; even when they know that it is expected to sell for $150.00 in Canada with a three-year contract, and Koodo is selling it contract-free for $550.00.

The value that consumers place on a product or service is significant. The higher they value, the more they are willing to spend on it. Whether it being “I want to be the first to have it” or “I’m getting it because it is a BlackBerry”. BlackBerry also fully understands the value-based era and Z10’s selling price is more than double the price of a typical BlackBerry Curve. I would say that the launch of Z10 in a market that is hot for touchscreen smartphones is a bold move because it is moving away from what is it known for, its keyboards, to what other brands are selling. It shows the consumers that BlackBerry are just as capable as any other cellphone company. On the other hand, it also blurs the image of a typical BlackBerry in consumers’ minds.

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