Nokia Corporation (ADR) (NOK), Apple Inc. (AAPL): Just Surviving, Mr Shareholder. Just Surviving

Despite its worldwide market share falling to below 15% in the early 2013, Apple’s iOS 6 still has more than half of the ad impressions market in the US, which makes devices running on iOS far more commercially effective. This compares to the closest rival Android’s ad impression market share of around 25%. The US ad impressions market is massive with more than 75% share of the total global mobile ad-market. Moreover, Apple’s tablets have the highest cost per thousand ad impressions in the entire industry.

But in the last few years, BlackBerry’s market share has declined by more than 75%. The company is far behind in the US, with a less than 3% market share in the fourth-quarter of 2012. Its global share also stands at less than 5%, down from 20% just three years ago. Consequently, BlackBerry shares have plummeted along with the company’s market share, and the stock is down almost 85% from its 2008 peak.

The bottom line

The BlackBerry new flagship device Z10, although a major upgrade over its previous phones, may be too late to save the troubled company. Though BlackBerry is now fully dependent on the future success of the Z10 and its subsequent upgrades, there is nothing unconventional about the device that widely distinguishes it from other smartphones already in the market.

Nevertheless, Z10 may be just enough to allure a few new customers, while retaining BlackBerry loyal die-hard fans and corporate customers onboard. Thus, BlackBerry may survive to fight another day. This scenario feels like a scene from the JamesBond 007 film Die Another Day:

Mr. Chang (Hotel Manager): Been busy, have we, Mr. Bond?

Pierce Brosnan 007: Just surviving, Mr Chang. Just surviving.

Since BlackBerry already had its SKYFALL, I wonder what will be next. The License to Kill itself or hitting a Casino Royale Jackpot. Hopefully it’s the latter.

The article Just Surviving, Mr Shareholder. Just Surviving originally appeared on Fool.com.

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