BlackBerry is planning on marketing its new operating system by allowing low-cost devices to use it so as to reach a large number of people. The new operating system that is currently present in the newly launched Z10 smartphone is yet to reach out to global markets and there are doubts on the smartphone’s ability to sustain in the markets that mostly purchase low-end products.
According to the Sydney Morning Herald, BlackBerry chief executive Thorsten Heins told Fairfax Media on Thursday during an international media briefing at the company’s headquarters in Waterloo, Canada:
“We are looking into licensing [for lower-cost devices],” adding “it’s a question of the business model and timing to trigger the decision of if and when you would do this.”
This does not come as a surprise because the smartphone market presents a strong competition to every company and it had been expected even before the launch of the new BlackBerry product that the company would do something to target a broader market by focusing lower-end consumers. Initially, it was also reported that BlackBerry would launch new models of its recently launched smartphone and would sell them on relatively cheaper prices. However, a different approach has been taken by the company for now.
Allowing other companies to use the BlackBerry operating system will certainly benefit the Canadian-based company. Apple uses its iOS, while Samsung and many other smartphone makers use Google’s Android as their operating system. In such a case, if BlackBerry allows other companies to utilise its operating system, chances are that BlackBerry will reach more people than it can reach with its present smartphone, which is certainly expensive as far as markets of developing nations are concerned.
It should also be noted that many smartphones using Android are available in different markets on a range of prices, from high to low. So, this operating system is in easy reach of smartphone lovers in the world. Some latest developments suggest that Apple, too, has now changed its approach and in attempt to reach a broader audience it is planning on coming up with a budget phone, particularly to target the low-end users. In this scenario, BlackBerry’s attempt to expand its horizon and allow other smartphones to use its operating system seems justified and may well suit the company’s needs.
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