BlackBerry has decided to stop making its own devices. The company said that it will rely on partners to manufacture the phones, which will still have BlackBerry’s look and feel. Also, BlackBerry plans to turn its attention to its software, which has been the only profitable thing for the company.
Shares of BlackBerr rose up after the announcement. But the stock price is well below its peak from several years ago. They should have taken iPhones seriously back those several years ago. Those were the years everyone wanted a BlackBerry phone over others! They were kind of a fashion trend. Traders, politicians, celebrities, college students, and billionaires — everyone wanted it. The security, the design, the features and ease of use, the perfect combination was formed by BlackBerry.
But the company was too late to realise it was left out of the growing touchscreen market, and customers left in droves for Apple, Samsung, Android and even Windows Phone!
The new CEO John S. Chen in 2013, brought other operating systems to BlackBerry. Finally. The company now sells phones that run on Android (though loaded with features, comparatively I found them a bit expensive than others). It also killed off its BlackBerry Classic line of phones in the summer. BlackBerry Classics have always been my favourite!
BlackBerry recently announced that their software revenues doubled in the last quarter. So, maybe just going for the software market instead of the hardware one might help BlackBerry back to profits and maybe to all new heights!