After its debut in the UK, the Blackberry Z10 showed a situation of demand exceeding supply. More than a month after its listing, major operators in the UK began to reduce the price of the Z10. The Carphone Warehouse took the lead in reducing the price of the Z10 from the previous monthly price of £ 36 to £ 29, which means that the contract price in the previous two years has directly shrunk by £ 168 (about ￥ 1582).

The reason why Carphone Warehouse began to reduce the price of the Z10 may be that it tried to win more market share through the Z10 device, because the Galaxy S III, like the Z10, also adjusts the price, and the monthly package price is only £ 21. Carphone Warehouse may think that Z10 is a brand new operating system device, and there has not been a large number of users before. Carphone Warehouse tries to build popularity through price advantage.