BlackBerry Is Niche Company

By: Zain Nabi  |   September 2nd, 2013   |   News

BlackBerry has just appointed its new broad director taking the company into limelight again. Bert Nordberg in his recent interview in Stockholder talked in depth about the current situation of the company, saying there are a number of subsets within the company that the company must think to sell off. But the only thing that sticks out most in between the company’s ambition is to be the number one smartphone player and whether or not the company could go in the opposite direction.

 

“I think the BlackBerry is able to survive as a niche company. But being a niche company means deciding to be a niche company,” Nordbert told The Wall Street Journal. “Historically, BlackBerry has had larger ambitions. But battling giants like Apple, Google, and Samsung is tough.”

 

BlackBerry continues to struggle in the smartphone industry. Its latest move to turn things around by bringing out two new smartphones in the market did not yield the desired results. Nordbert’s are the first comments from the owners of the company since the company has announced the formation of a committee to explore and look over the different strategic options.

 

According to the recent data from International Data Corporation (IDC) more than eight out of 10 smartphones worldwide have Google’s Android platform installed in it, followed by Apple’s iOS, which is used by 13.2% of smartphones. The remaining players grab the market with less than 8%, including BlackBerry, which around the world is installed on just 2.9% of all smartphone devices, much lower than that of Windows phone which is 3.7%.

 

BlackBerry had high hopes from its new BlackBerry 10 (BB10). According to the company the new device would push the Canadian handset maker back into relevancy. But this has not happened and the shares of BlackBerry have dropped one more time below than that of Windows Phone.