The new 4G LTE PlayBook launched by RIM yesterday, with all three major carriers, is essentially the same PlayBook the company released a little over a year ago. To say this is a “new” PlayBook would be overstating things. Other than the 4G/LTE cellular data connection option indicated in the model’s name, the only difference is the processor, which received a modest speed bump from 1 GHZ to 1.5 GHZ.
Literally everything else about the 7″ tablet remains the same. Even the box it ships in.
So you’d think that this slightly updated PlayBook would be priced in-line with the non-LTE versions you can find on store shelves today i.e. $229 for a 32GB model. Nope, not even close.
Turns out the 4G/LTE PlayBook, which only comes in the 32GB capacity so far, retails at most carriers for the astonishing price of $549 without a contract.
Let that sink in for a moment…
If you want a PlayBook with 4G/LTE connectivity and a slightly faster processor, you’ll be shelling out an additional $320, or put another way, 139% more.
Just to be clear, this is not an indictment of the tablet itself. The PlayBook, while still under-appreciated by much of the tech media, and certainly not a fan-favourite with consumers, in nonetheless a very good tablet. To see how well it has aged, check out Marc Saltzman’s comparison between the PlayBook and the brand-new Google Nexus 7. The addition of 4G/LTE is a really great option – much like other 4G/LTE devices, it absolutely blazes along. In downtown Toronto at mid-day (peak network usage time) I was able to get speeds of 35Mbps download and 5Mbps upload. Not too shabby.
But poor sales numbers forced RIM to heavily discount all models of the PlayBook, thus changing the landscape dramatically. No longer were we to compare the PlayBook to its larger and more expensive competitor – the iPad. Instead, especially here in Canada where the Kindle Fire isn’t on sale, we now see the PlayBook as a great alternative for people who don’t want an ereader and a tablet – the PlayBook is small enough and inexpensive enough to be both (precisely the territory Google is hoping to exploit with the $209 Nexus 7).
All of which means, unfortunately for RIM, you can’t put the genie back in the bottle.
There is no world now, in which a 32GB PlayBook with 4G/LTE is worth $549.
The very most RIM can expect to people to pay for this mobile speed premium is $130 – the same price difference that Apple slaps on all 4G/LTE versions of the iPad – which means a new 4G/LTE PlayBook should actually cost $359. Coincidentally (or perhaps not) that is exactly $10 more than the 3-year term subsidized price of the new PlayBook: $349.
Now, I know there are folks out there who will point out that even at $549, the 4G/LTE PlayBook is still $100 cheaper than a comparably equipped 16GB iPad which only has half the storage. That’s absolutely correct. But don’t forget, Apple’s latest iPad is a technological tour-de-force with a screen resolution unmatched by any tablet. And even if comparisons to the iPad were meaningful (they aren’t at this point in time), it can’t change the fact that RIM’s own discounting of the original PlayBook has created this unfavourable situation.
RIM, expecting the backlash from the 4G/LTE pricing, has decided to throw the carriers under the bus. “RIM works closely with its carrier partners on its product launches. Pricing, plans and contracts are determined by the carrier,” according to RIM’s agency, Brodeur Partners of New York.
This seemingly out-of-touch-with-reality pricing might be, in some twisted way, RIM’s way of getting you to buy a BlackBerry. I know, sounds wacky, but hear me out:
For $99 on a 3-year contract, you can get RIM’s range-topping Bold 9900 4G. It may not have LTE speeds, but it’s still a great device for productivity. And because the PlayBook’s biggest draw for BlackBerry owners is the ability to tether the two devices seamlessly, sharing one data connection, you could pick up a 32GB non-4G/LTE PlayBook for $229. Since you’ll already be paying for the monthly carrier charges on the Bold, there’s no need to pay again just to provide the PlayBook with its own data connection.
If RIM still has a surplus of PlayBooks it’s trying to get rid of, which the current pricing seems to confirm, this strategy might make sense: in giving people lots of incentive to buy BlackBerrys and PlayBooks together instead of just PlayBooks on their own, the company addresses two problems at once – getting rid of their soon-to-be-obsolete BlackBerrys and surplus PlayBooks.
It’s a long-shot, to be sure, but these days – sadly – everything about RIM is looking like a long-shot.
I like the PlayBook. Especially at its current $200 price point for 16GB. Everyone I’ve spoken to who owns one still enjoys using it and has no regrets. But I can’t get behind a $320 premium for 4G/LTE connectivity, the value simply isn’t there.