In Nigeria, South Africa and Egypt, Africa’s three biggest economies, BlackBerrys outsold smartphone competitors this quarter!
“What’s your BB pin?”
The question is the ultimate social status badge for many young, urban Nigerians. Standing in front of a row of gleaming BlackBerry handsets in a Lagos phone shop, sales assistant Remi Olajuwon explained: “The average Nigerian has a very healthy interest in status and luxury. So if somebody asks for your BlackBerry pin and you don’t have one …” she trailed off with a dismissive flick of her false eyelashes.
Retailing at between $200 (£126) and $2,000 in a country where most live on less than $2 a day, the cost alone made it a status symbol, she added. “People come in to buy one just to show they’ve been promoted.”
Amid sagging sales in Europe and North America, developing markets offer a ray of hope for Research in Motion (RIM), after the maker of BlackBerry posted a $235m loss for the latest quarter. In Nigeria, South Africa and Egypt, Africa’s three biggest economies, BlackBerrys outsold smartphone competitors this quarter. Kenya and Ghana also had buoyant sales, officials said.
Around one sixth of Africa’s 620 million active phone subscribers come from Nigeria. Half of Nigeria’s 4 million smartphone owners use BlackBerrys, and use among the wealthiest segment of society is forecast to increase sixfold by 2016.