BlackBerry Limited (BB)

[uksausage]

I'm not sure you understand their market.
They are targeting a niche market(s).
a) corporations who are serious about security (including where products are manufactured)
b)users who crave a keyboard - and there are many existing BBRY users who fit that category)
c)the rest of their user base
d) the world users who are not iPhone or Samsing fans. Z10 is targeting same user base as Nokia Lumia here.
e) with new products coming targeting lower cost markets

So no one expects any USA based iPhone or Samsung users to switch (unless their company tells them to) - plenty of market for them.