Along with the bad news that BlackBerry just announced, the company also revealed a new strategy when it comes to its hardware business. The company will now focus on enterprise and prosumer-centric devices.
Rather than offering six devices as it planned to do, it will only four devices at any one time. Two will be high-end devices and the other two will be entry-level ones. It will continue to offer both all-touch and QWERTY models.
The BlackBerry Z30 immediately becomes its all-touch high-tier smartphone. It will “re-tier” the BlackBerry Z10 as its entry-level all-touch device “to make it available to a broader, entry-level audience.” The BlackBerry Q5 and BlackBerry Q10 will continue to represent the QWERTY devices.
It remains to be seen what will happen to the BlackBerry 10 devices, codenamed Cafe / Cappuccino, Windermere, Tigris and Ontario, that the company is currently working on. Will they all make it to market or will some of them now be axed?
The move will allow BlackBerry to focus its attention on fewer models allowing it to give each more attention. Whether this strategy works or not remains to be seen.
Source : BlackBerry