So what is so great about this? First and foremost, the newly launched BlackBerry Z3 smartphone is the first handset produced under the supervision of CEO John Chen since his appointment. Secondly and most importantly, it is specifically dedicated to an emerging market and an emerging customer group. BlackBerry has still some loyal customers in Southeast Asia and given the economical expansion of the region, they now have the money and the opportunity to invest in new tech gadgets. The middle class is becoming quite powerful, financial speaking, and BlackBerry is targeting exactly those customers with its budget smartphone. The attempt to fight against giants Samsung and Apple is considered by some to be futile, as BlackBerry already lost the fight years ago.
However, since Chen came aboard, the company gave signs of stability, even if there is no talking about profits just yet. The BlackBerry Z3 smartphone doesn’t feature the BlackBerry iconic keyboard, but it costs around $190 and encompasses enough high – quality specs and features to be considered a hit. The company’s officials put their hopes in the Z3, while on a management level, it seems that Chen is thinking even bigger: in December, BlackBerry partnered up with Taiwanese tech giant Foxconn, the one making all sorts of gadgets for Apple, and the collaboration seems to be beneficial for both: BlackBerry intends to transfer all manufacturing and inventory management to Foxconn, while focusing on services and software.
The BlackBerry Z3 smartphone is said to become available on other markets as well, but so far there is little information about them. However, even if the retailers selling the Z3 in Indonesia stated that everything goes well so far, analysts consider this is BlackBerry’s swan song in Southeast Asia, as they already lost too much, too fast, especially in direct comparison to Samsung.