When John Chen took over as BlackBerry CEO, he was quick to say that the company would refocus on the enterprise and corporate space. Less was said about the consumer space though. There were signs though that the company was not quite done in this space. Key among these is BlackBerry’s new partnership with Foxconn to develop budget-level devices for emerging markets. In an interview with Fast Company, Chen has gone a step further to allay fears of diehard BlackBerry consumer users.
“One critical challenge we have been addressing is the company’s broad approach on both enterprise and consumer markets,” he says.
“[This] doesn’t mean we are turning our back on the consumer–far from it–but it’s important we narrow our focus on our core strengths. I believe in the values of this brand and I’ve assembled the right team and strategy with the strong confidence that we will rebuild BlackBerry for the benefit of all of our constituencies.”
At the same time, the new BlackBerry will focus on what it does best. Chen already suggested that the company will refocus its attention on smartphones with physical QWERTY keyboards. Instead of hiring celebrities, it will also focus on core products such as BlackBerry Enterprise Server, QNX and BBM.
With stories of agencies such as the NSA and CSEC (Communications Security Establishment Canada) spying on their own citizens via their cellphones an almost daily occurrence, BlackBerry’s focus on security may be another card the company plays to help improve not only device sales but its overall fortunes.
“BlackBerry is synonymous with security,” says Chen. “It is built into everything we do, and we have been doing it longer and better than anyone else in the industry. Nothing is more secure than the BlackBerry platform and security will continue to be central to our strategy. As more confidential data is taken beyond the walls of organizations and into mobile devices, it is vital to ensure that mobile communications are not compromised. BlackBerry is the most reliable end-to-end secure communication platform, from the device, network to the server level.”
The first new BlackBerry devices from Foxconn will be revealed at MWC 2014. They will likely give us a good glimpse at what BlackBerry entails to do in the consumer space. The rumoured higher-end Windermere and Ontario, expected later in the year, are likely to be aimed at its corporate clients.
Source : Fast Company