![\"Smartphone](\"http:\/\/www.profitconfidential.com\/wp-content\/uploads\/2013\/07\/250713_PC_leong.jpg\" "\\"Smartphone")
<\/a>CEO Thorsten Heins of BlackBerry (NASDAQ\/BBRY) may be smart to start thinking about looking for a new job. No, there\u2019s no evidence he will be fired anytime soon. Hired in early 2012, Heins has been at the job just over a year. But while he may be the company\u2019s biggest cheerleader, his enthusiasm has not spread to the stock market.<\/p>\nHaving launched to rave reviews, the new \u201cZ10\u201d and \u201cQ10\u201d are excellent products\u2014unfortunately, you need more to attract customers. Like I said back in March, the two new BlackBerry devices were really make-or-break for the company, and so far, it doesn\u2019t look good. (Read \u201cRIM Replacing Apple as the Stock Market\u2019s Tech Darling?<\/a>\u201d)<\/p>\n Having looked at the Z10, I must say it\u2019s a nicer-looking device than my current \u201ciPhone 4.\u201d The Q10, with its physical keyboard, reminds me of my old BlackBerry.<\/p>\n The problem I have\u2014and that I suspect many potential buyers have\u2014is that there\u2019s just not enough to make me want to switch over to the new BlackBerry at this time. I\u2019m pretty sure Heins now realizes this, especially with Apple<\/a> Inc.\u2019s (NASDAQ\/AAPL) dominance of the U.S. market.<\/p>\n The chart below shows the downward move of BlackBerry (indicated by the red candlesticks) versus the upward move by Apple (shown by the green line).<\/p>\n Chart courtesy of www.StockCharts.com<\/i><\/p>\n BlackBerry is probably better off focusing on improving its devices and looking to the billions of users in the emerging markets like China<\/a>, Asia, Latin America, and Eastern Europe.<\/p>\n These are the markets where the demand is for cheap yet still powerful phones. Apple, which has yet to produce a cheap version of its iPhone (there is speculation this may come), is well behind rivals Samsung Electronics Co. Ltd. and Nokia Corporation (NYSE\/NOK) in the emerging markets. Nokia continues to be the king of the inexpensive phone. And until Apple comes out with a much cheaper version of the iPhone, I doubt it will gain any traction here. Users in these markets simply cannot afford expensive phones and plans.<\/p>\n Apple will need to somehow get into the emerging markets, as the company is stalling in its growth. The company will need to look outside of its dominant market in the United States to boost growth; until this happens, I doubt Apple can rally back to its record $705.00 high in September 2012.<\/p>\n The same goes for BlackBerry, but the situation is much worse. With minimal success in the U.S., unless it vaults over Apple, Heins will need a \u201cPlan B\u201d for BlackBerry\u2019s survival, which should be to look at expanding into the emerging markets. Of course, even this won\u2019t be easy, as the emerging markets are highly competitive.<\/p>\n So the battle continues. I don\u2019t like BlackBerry, Apple is marginally better, but Samsung looks the most interesting; albeit, only time will tell. Movement into the emerging markets may just be what decides the fates of smartphone makers in today\u2019s market.<\/p>\n![\"BlackBerry](\"http:\/\/www.profitconfidential.com\/wp-content\/uploads\/2013\/07\/BlackBerry-Chart.jpg\" "\\"BlackBerry")
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