BlackBerry has taken a backseat to bigger smartphone manufacturers in the past few years, so they’ve diversified and pushed for software instead of strictly hardware. To an extent, it’s worked well for the company. Since their smartphone market share has completely plummeted and hasn’t rebounded, software seems to make the most sense, especially since BlackBerry’s major selling point is security.
In an interview, CEO John Chen stated that if the hardware division of BlackBerry didn’t start growing and turning a profit soon, they wouldn’t be against stepping out of the hardware game and focusing exclusively on software. Despite releasing a few newer devices in both the high-end and budget categories in the past few months, it’s pretty clear that there isn’t much demand for a consumer BlackBerry, and even their government and enterprise customers have explored other options.
BlackBerry is a prime example of a company moving too slow to adapt to the market changing around them. And in this case, with so many users invested in either Apple or Google’s ecosystem for their mobile devices, trying to shift a meaningful number of customers over to a brand new ecosystem is nearly impossible at this point. Just ask Microsoft.
source: Bloomberg
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