We might have forgotten the once-popular BlackBerry devices, those mobile phones which brought the ease of a QWERTY keyboard into the palms of users with robust security. We might also question the existence of the money-losing company, but its optimistic CEO John Chen believes otherwise.
With extremely tough competition faced by
rivals Apple and Samsung, BlackBerry's global smartphone market share has gone
down close to 0 percent and the company was able to sell only 1.6 million
phones in the last quarter as compared to 61.2 million iPhones sold by Apple.
These figures only suggest a crippling
company. However, Chen has a different opinion. In his interview with Business
Insider, he said that he will make BlackBerry's smartphone business profitable
again. He stressed that BlackBerry phones are the entry point for customers
into the company's security business.
He further explained that BlackBerry can
provide a secure backbone for other devices like iPhones and Android phones,
but can't make them as secure as a BlackBerry device.
Citing an example of the US Army, Chen
said that they still use BlackBerry and if he closes down smartphone
manufacturing, he will lose that account. The challenge here for BlackBerry is
to make phones profitable at the volume the select people represent as there
are a lot of important customers, including the military, government, and certain
big companies, who need that level of security only BlackBerry devices offer.
Under his leadership about 18 months ago,
BlackBerry has refocused toward enterprise and governments instead of normal
consumers. However, bringing the sinking company back to life is going to be
tough, especially when even China-based smartphone manufacturers are
successfully wooing smartphone lovers worldwide and Chen believes coupling nice
phones with a promise of security is a big piece of the puzzle.
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