Why is Blackberry making phones even now? It’s CEO’s interesting future strategy

Why is Blackberry making phones even now? It’s CEO’s interesting future strategy

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Blackberry is passe.  I have told my wife, who is a BBM and “real” qwerty keyboard lover, many times.  I truly believe so.  But the Blackberry CEO John Chen has other ideas.  He is not focusing on the numbers for now.  Obviously, because the blackberry sales last quarter were 1.6 million phones compared to 61.2 million for Apple.

So why be in this losing business at all?  Why not just close the company?  What is Blackberry’s unique advantage that no one else has?

It turns out that there is one area – the most critical one for future – where Blackberry is the undisputed champ!  Security!!  No other phone – iPhone or Samsung – is as secure as a Blackberry.  That is why US Army and Government buys them in plenty.  As do enterprises.

These guys – enterprises, US Army, and the Government will.. well cannot go to any other manufacturer.  They aren’t secure enough!

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This is something that Chen realizes.  Ask him more on the future strategy, and he gives a very vague answer which is neither here nor there.

“It’s a combination of everything,” Chen said. “First of all you really do have to have a focus on design. At the end of the day, a big part of this is about the product.”

Design?  Hmmm, so Blackberry knows about design too?  Hopefully it may want to have a new design sometime in the future!

There is a future for Blackberry.  That isn’t in making its phones as “cash cows”, which they clearly aren’t.  But as vehicles for something bigger.  The Overall Corporate and Government mobile security pie.  The magic potion – software, infrastructure and the strategic frameworks behind Mobile Security should be owner by Blackberry if it wants to have a future.  It may still sell a few devices which are 10 years behind Samsung or Apple’s designs, but hey, no one can hack into those things!

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