Although BlackBerry fans may find it hard to accept the company is considering making BlackBerry Android smartphones since so far they have failed to attract too many customers. So the BlackBerry OS may be threatened
BlackBerry has decided to create full Android smartphones in an attempt to concentrate on device and software management. According to a Reuters report the BlackBerry Android Smartphones will be in slider format and will also be provided with a physical keyboard which folds out portrait. The new phone is supposed to look just like the device presented earlier this year at the Mobile World Congress. The smartphone presented at the event had a fold-out keyboard and a curved screen.
The company declared:
“We don’t comment on rumors and speculation, but we remain committed to the BlackBerry 10 operating system, which provides security and productivity benefits that are unmatched.”
After the consumer demand for Google’s Android and Apple’s iPhone increased most of BlackBerry’s market share in developed markets was stolen. For a while the company managed quite well in emerging markets such as South Africa. However the company has gone in decline especially ever since the price of Android smartphones has fallen.
Although this would mean that the company itself would release a product which would compete with its BlackBerry OS smartphones a Blackberry Android smartphone is much welcomed because it could save the company. In addition since the company will concentrate only on enterprise software it won’t need to worry about the extra burden of consumer OS. Thus BlackBerry could strengthen its position in the enterprise market.
Regarding BlackBerry’s strategy to concentrate on software and device management the company will release its BES12 device management system. It will not only manage BlackBerry smartphones, but it will also manage those phones which are powered by competing software such as Android, Windows and iOS.
The global market share of BlackBerry is less than 1%. The share price of the company on the Nasdaq in New York was last time trading at US$9, 21 per share which means it is down by 16 percent since the year started and up 20 percent compared to the same day of the preceding year. This gives the company a market capitalization of $4,9bn. The counter has lost 85 percent of its value in the last five years.
In the meantime Blackberry has also announced the release of its new BlackBerry OS 10.3.1 powered Leap smartphone in South Africa.
Image Source: The Verge