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RIM Says PlayBook Price is Holiday Promotion Not Price Reduction

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With select retailers in Canada and the US discounting the BlackBerry PlayBook many are wondering if this will be done across the board. Right now RIM’s key launch partner, Best Buy in the US, has not discounted the device which makes many of us wonder what the story is. Turns out RIM told the BoyGenius that this is just a holiday promotion “intended to drive sell-through and increased adoption of the BlackBerry PlayBook.”

Full wording from RIM below:


The official retail price of BlackBerry PlayBook has not changed.  However, as mentioned on the Q2 earnings call on Sept. 15th,  we have a number promotional plans in place for the fall with our retail partners that are intended to drive sell-through and increased adoption of the BlackBerry PlayBook.  We are already starting to see some of these promotions being implemented in the form of instant rebates and gift cards within the consumer channel, and expect these promotions to continue into the holiday season.  The BlackBerry PlayBook has established itself as a high-performance tablet, and we are confident that these activities, along with the upcoming software upgrade, BlackBerry PlayBook OS 2.0, will help to generate an increase in demand and sell through of the BlackBerry PlayBook over the upcoming months.

4 total comments on this postSubmit your comment!
  1. Why does RIM tell BGR anything? Honestly management of RIM totally blows.

  2. Totally agree, management has to go, and I mean those old senior managers!

    Here’s another WTF moment, Bold 9900 sold out?

    Another example of management @#@@up. RIM can’t afford to missing out on say sale! So how did this happen with south America and Asia manufacturing online now?

    This management just makes me sick!

  3. My 2 cents, RIM needs to make this price drop permanent and official. The Playbook is not going to sell at its current price point against the iPad or any other 9 – 10 inch tablet. As far as most consumers are concerned a smaller screen should mean a cheaper price.

    P.S. it would be nice if they released a 3G version of the thing as well.

  4. Agreed. This needs to be a permanent price reduction, especially with the Kindle Fire coming in at $199. they need to focus on media focused apps like Netflix, Hulu, Skype and Kindle apps.

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