On Friday, November 21st, the Blackberry 9530 Storm landed in the US. This device was launching on the Verzion network with the capability of roaming Internationally in Europe and Asia. The commercials, the posters and the general buzz about the device seemed to be taken from the Apple iPhone playbook. The press and bloggers talked about possible lines at Verizon stores in anticipation of the device. The Blackberry Bold launched a few weeks ago on AT&T, but because the iPhone has set the new standard and demands for a full touchscreen is “en vogue” the Storm perhaps could challenge iPhones appeal.
About a week before the launch, I was told by several Verizon store reps that the computer system would not allow for someone to purchase a device without a 2 year service contract. Upgrades would be possible, but new service contracts would be preferred. My guess is that trying to woo Sprint and T-Mobile was the battle plan, since AT&T would market either the iPhone or Bold.
On the day of the launch, I called the store manager at a Circuit City embedded Verizon store and told me that the shipments of the device have been way below expectations. “We were supposed to receive about 30 and only got 10 for Friday’s launch. The main Verizon store for the area was supposed to get 100 of them, but only got 30.”
To cover all the bases, I contacted the closest Best Buy. They also had problems with Friday’s launch. Best Buy, which allows for no commitment pricing of devices (and has been more aggressive at offering this option to shoppers) reported to have a shortage. The Mobile representative told me that they “had received 18 pre-orders, but only were shipped 10. Hopefully more will come on Saturday and Sunday, but we’re a bit taken aback as well.” Best Buy is allowing customers to be put on a waiting list and when devices come in, they will be contacted.
So it appears that the strong demand and short supply seem to be a growing trend for consumer electronics. The Wall Street Journal reports that Verizon will spend $100 million on advertising and marketing budget to push Blackberry Storm. RIM also stated in their earnings call that there would be an increase in their marketing budget. It seems to be showing with all the Blackberry ads I am seeing on TV, taking public transportation and in newspapers and magazines. Let’s hope that with the upcoming Holiday Season, there will be enough units for all those Executives and Knowledge-Workers wanting a shiny new toy.
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