In what seems to be a move towards increasing marketing penetration and expanding consumer base, BlackBerry chief Thorsten Heins has hinted at introducing cost-effective smartphones that will take the brand to a broader audience.
In an interview with The Canadian Press, Heins acknowledged the competition his company is facing from other players in the industry, especially Samsung and Apple that dominate the global smartphone market. Recently, BlackBerry has also started facing competition from other companies including Nokia and to sustain in the market it will have to come up with something new and relevant.
All over the world, the demand of smartphones has been increasing, but the developing countries do not show very good reaction towards the high-end phones and rather go for the devices that are affordable and entertaining. BlackBerry can progress in the emerging markets only by reducing its prices. Heins said of the emerging markets:
“We want to give them a good BlackBerry experience. So this is where probably another BlackBerry 7 product in that range makes a lot of sense. We’re not excluding those markets from BlackBerry 10 because of us wanting to sell BlackBerry 7. You will see both in coexistence for awhile in those markets.”
BlackBerry has recently released its quarter report and much to the surprise of many analysts, the Canadian-based smartphone manufacturer was able to post some profits despite gloomy predictions. After introducing two smartphones – the Z10 and Q10 – the company has not settled down. Instead, BlackBerry is working to create something even more exciting that can ride on the current momentum. Heins said of introducing new products:
“In order to stay relevant, we have to build a portfolio. We will bring it out at the moment when we can expect the biggest market attention for these products.”
He also said that the company is trying to introduce those services that will earn it more monetary benefits. Heins said:
“The question is how quickly can we really come up with services that we can monetize, and what is this transition curve going to financially look like. The intent of BlackBerry is not to stay in the service business, the intent is to grow our services business.”
The Q10 is going to be available in the markets from this month. The BlackBerry chief said that the company will keep on coming up with new products and features and commented:
“We are working on something exciting for the holiday season. We will be continuing to develop a portfolio also that covers the entry-level segment.”
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