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BlackBerry Z10 price slashed by O2, BB says poor sales are not the cause

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BlackBerry Z10
BlackBerry Z10

The BlackBerry Z10 price has been slashed by network provider O2 as BlackBerry reassures investors that price cuts are not the result of poor sales.

Scrapping the up-front handset fee for the BlackBerry Z10, O2 has included the flagship BB10 device as part of a ‘Flash Sale’ which will see the handset available for free when taken out on an £32 per month contract before June 5.

While appealing to consumers, these price cuts could spell concern for BlackBerry investors, with the Canadian handset manufacturer keen to dispel any reports the BlackBerry Z10 price cuts are due to poor sales and little interest in the handset the company has so much riding on.

“These price cuts are very normal in the UK market,” Rob Orr, Managing Director of BlackBerry UK said in a recent exclusive interview with TrustedReviews. “Pricing movements are very normal in the UK market, especially in the consumer space so I wouldn’t read anything into it, it’s just a normal dynamic of the UK retail space.”

A deal that will reportedly last just two week, O2’s new BlackBerry Z10 pricing sees the 4.2-inch full touch handset and Samsung Galaxy S4 rival available for £32 per month on a 24 month contract. Offering unlimited minutes and unlimited texts, this package also sees wannabe Z10 owners gain a 1GB monthly data allowance.

Suggesting competition not poor performances are the cause of the price cuts, Orr stated: “The UK market is very competitive. Retailers are all fighting for a share of the high value customer base and they use pricing to compete with one another rather than these cuts being a reflection on any one handset brand.”

He added: “People make a lot of unintelligent comments on pricing in the UK market without understanding how it works. The retailers price changes on a daily or weekly basis as promotions change in order to bring people into store, it’s all about footfall, both online and in physical stores.”

Further Reading: Win a BlackBerry Z10

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