How BlackBerry is Looking to Take Control of the Smartphone Game
Ever since the Apple/Google Android smartphone takeover, BlackBerry has struggled to regain lost ground. However, recent developments have lead experts to believe that the company based in Waterloo Ontario is preparing itself for quite the comeback.
The signs of this likeable turnaround are in the numbers. This year, BlackBerry shares have gone up 20 percent, in contrast to a 16 percent rise for the Nasdaq Telecom index. One June 18th, the company’s shares were up 3.1 percent on the Nasdaq at $14.84 and the RBC analysts’ price target for the stocks is at $18.
Demand for the BB10 smartphones is the key factor proving that the company is still an important contender in the smartphone game. While the Z10 did not sell as well as expected, the Q10 was the light at the end of the tunnel. Evidently, the preference of some consumers for physical keyboards over touch screens is unchanging. In this way, BlackBerry is capitalizing on its staples (such as the physical keyboard, as well as security).
On the whole, the Canadian company is looking to reinvent itself and is taking multiple measures to rebirth itself into the new generation.
After its annual meeting this summer, the company expects to complete its name change, from Research in Motion (RIM) to BlackBerry. The name change reflects the company’s desire to be recognized as a single brand. After all, Research in Motion doesn’t exactly ring a bell among the average user and doesn’t have the same allure as, say, Apple or Google.
In the smartphone world where Google Android and Apple seem to have a monopoly of sorts, BlackBerry is showing signs of its potential and its impending resurgence.
The real game changer?
BlackBerry is launching Secure Work Space, a business service for corporate and government workers.
Secure Work Space will give companies a competitive advantage since businesses will be able to use blackberry services even if employees are using Google Android and Apple smartphones. Moreover, Secure Work Space will allow employees to securely separate their work apps from their personal apps, providing them with increased security. This service is particularly attractive with BYOD users (Bring Your Own Device). The service’s competitive advantage is strengthened as it becomes clearer and clearer that the BYOD trend is here to stay.
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