The BlackBerry Storm may not sell for more than an Apple iPhone, but it costs more to manufacture, according to market research firm iSuppli.
The BlackBerry Storm 9530 carries a combined materials and manufacturing cost of $202.89, according to iSuppli’s Teardown Analysis Service. The cost to built an 8GB iPhone 3G is $174.
Verizon, the exclusive carrier for the BlackBerry Storm, sells the smartphone for $249.99 before a $50 rebate. AT&T sells Apple’s iPhone 3G for $199, and both carriers require a two-year contract.
So is BlackBerry maker Research in Motion taking a bath on the device? Maybe not.
“The amount of money that it costs to build a phone has nothing to do with the amount of money the handset vendor makes because there are subsidies involved,” said Avi Greengart of Current Analysis. “So it is possible that there are heavier-than-usual subsidies being applied to this phone. It certainly wouldn’t surprise me.”
RIM’s Clickable Screen
iSuppli said the Storm matches up with the iPhone 3G in attributes and functionality. Both phones combine wireless voice communications with other features, including Internet access, e-mail, built-in GPS, messaging and an integrated camera. Both phones offer a touchscreen.
“The touchscreen and the resulting user interface represent the focal point of the Storm’s design from the user’s point of view, as it is with the iPhone,” said Andrew Rassweiler, teardown services manager for iSuppli. “However, RIM has added a special differentiating feature from the iPhone: The ‘clickable’ screen.”
According to Rassweiler, the one thing that most touchscreens lack is the feedback mechanism users get from a conventional keyboard that clicks when a key is depressed, letting you know your choice has been registered.
“Clearly,” he said, “RIM felt this was lacking and added an actual physical button that allows users to feel and hear a click when they make a selection on the display.”
RIM Roams Farther
How does the Storm’s clickable screen compare with that of the iPhone? While the Storm is very competitive with the iPhone in terms of features and hardware, Tina Teng, senior wireless analyst for iSuppli, said it doesn’t have the iPhone’s multi-touch technology.
“The Storm uses a simple physical button under the primary touchscreen to provide haptic feedback. This allows one physical key press at a time, meaning there is no double-tapping capability with the Storm.”
On the other hand, the Storm is capable of roaming farther globally than the iPhone due to its support for the EVDO air standard, along with CDMA 2000, GSM, WCDMA and HSDPA. This allows Verizon’s Storm users to roam around the world without having to rent a separate device, depending on carrier restrictions.
Greengart said the iPhone offers that same capability, except in South Korea. But the iPhone also offers much more value, he said, with regard to add-ons.
Apple’s App Store, for example, is growing significantly. RIM can also claim a large number of applications, but Greengart said they are difficult to find and in some cases difficult to download. RIM’s forthcoming store could remedy that problem, but Apple still has one thing its competitors don’t: iTunes.
“The integration with iTunes is an enormous competitive advantage for the iPhone,” Greengart said. “But the BlackBerry e-mail system, particularly for those concerned about security, is an advantage for the Storm. And the BlackBerry brand is on the ascent. Someone who just moved into a white house with an oval office is getting a lot of press for the BlackBerry.”
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