How BlackBerry is Making its Comeback

How BlackBerry is Making its Comeback

At the beginning of 2014, BlackBerry started to implement new strategies for an impressive comeback. With the help of turnaround specialist, John Chen taking the reins as CEO, BlackBerry is back on the high road to success. Check out these 6 steps that are helping restore them to their former glory.

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1. Customer-first

One of the more important things that Chen has done was to listen to Blackberry’s core customers again. BlackBerry was built with the help of the business market, and these were the customers Chen wanted to address. By finding out what customers do and do not like, Chen could begin to stabilize the company and show confidence in the brand. Following the mantra of “If the customer likes it, it’s the right thing to do,” BlackBerry is bringing back well-loved features that were abandoned.

Some of the classic features making a come-back include the QWERTY keyboard, a physical menu, Back, Send, and End buttons, and a trackpad. Along with these beloved features, customers can enjoy the 3.5 inch touchscreen on the new Q20 and a larger battery.

2. New Devices

Released first in Indonesia and later spreading to other markets, BlackBerry’s Z3 is the first in line of new devices. The Z3 runs on BlackBerry 10 and features a 5-inch touchscreen, a larger battery, with apps and content geared toward the local market in Indonesia. The launch day, complete with a low inventory by the end, proved a high demand for the phone and bolstered spirits with the positive response.

The Q20, on the other hand, is more geared toward the classic BlackBerry users and will bring back abandoned features that customers loved. On top of these devices, Blackberry also has plans to launch a phablet called Passport. Set to launch at the beginning of the next fiscal year, it shall include BBM for Windows, BES12, and QNX Cloud.

With the release of these devices, BlackBerry hopes to once again find strength in business services.

3. Cost cutting

Chen has implemented several strategies for cutting costs. This included selling most of the company’s property in Waterloo, Ontario (where the company is based), eliminating jobs, and switching manufacturers. BlackBerry’s new 5 year partnership with Foxconn, a Taiwanese company, will help them greatly reduce expensive manufacturing costs. All these efforts combined have already yielded a 57 percent reduction in operating expenses.

4. Partnership with Amazon

Perhaps one of the most impressive moves Chen made was to partner up with Amazon for mobile apps on BlackBerry 10.3. The partnership will add over 240,000 Android apps to BlackBerry’s platform. More importantly, BlackBerry users will have access to apps that focus on businesses and enterprises. On the entertainment side of things, BlackBerry devices can now access Netflix, Hulu Plus, IMDB, Spotify, and more.

5. The Cloud

After an investment in NantHealth, BlackBerry will have access to a cloud-based healthcare platform that unifies all hospital personnel along with clinical labs. Using their QNX technology and NantHealth, BlackBerry will have the ability to not only help those in the medical field by powering medical devices, but also by securing cloud-based networks and allowing for the secure exchange of information with BBM protection.

will also be using their QNX technology and the BlackBerry Secure Enterprise Mobility Management on a project called Ion. Ion will target the Internet of Things by helping customers realize their vision and transforming the customer experience.

6. BBM for Enterprise

BlackBerry Messenger has always been one of the main draws for BlackBerry users. This internet-based pin instant messenger application allows for messaging and calls between any two devices.  The new version of BBM, called eBBM, is intended for BlackBerry’s enterprise customers. Employees can use eBBM to connect to both internal colleagues and outside BBM contacts securely. The new eBBM Suite along with BBM protected, a secure real-time messaging service, will ensure even greater privacy, security, and control.

A combination of cutting costs, refocusing on business customers, new software and mobile services, and putting customers first is giving BlackBerry the boost it needs to be number one in business services again. Are you excited for BlackBerry’s comeback? Let us know in the comments.