It is no secret that BlackBerry is definitely not the giant it once was. In fact a recent interview with BlackBerry’s CEO John Chen revealed that the Canadian company was looking to further reduce the amount of phones they release a year, dropping it from about 4 phones a year to about 1-2.Obviously this is done as a means to cut costs but it looks like it might not stop there. According to a report from Bloomberg, it seems that BlackBerry is willing to exit the smartphone market entirely should their turnaround efforts fail. So far we have seen the company start to shift their strategy, moving beyond hardware and starting to concentrate in the software/security side of things.
Chen also notes that competing with Chinese and Indian OEMs for the lower-end market isn’t ideal. According to him “The low-end phone is not BlackBerry’s sweet spot,” and that high-end devices aimed at the working professional would be more profitable. “It’ll be a high-end phone that you can walk into AT&T and get it, as a professional.”
With this strategy in mind, we have to wonder where the company’s rumored plans for an Android handset will fit in. It could be BlackBerry’s last ditch attempt at creating hardware for all we know, but in the meantime perhaps we should not be so quick to write them off just yet.
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