It’s true sales aren’t going the way they used to compared to other phone manufacturers. Blackberry’s market share has dwindled close to 0%, and you wonder why they keep on making phones. The thing is: Blackberry’s biggest customers are government organizations, law-enforcement agencies and enterprises not even the regular user. That is where their strength and sustainability lies.
In a recent interview with Business Insider, John Chen CEO of Blackberry reaffirmed that the best security you can get is on a Blackberry phone. Hence, Blackberry will still be making phones for those customers that need such services.
“If you look at the US Army, they’re still rolling out all BlackBerry. If I tell them there are no more phones, I lose that account. The question is how do you make phones profitable at the volume those people represent?”
Just like I advised Microsoft, maybe Blackberry should manufacture in small quantities they can sell, make little profits and gradually build from there. John Chen is a bold man making bold moves and gradually he’s steering the Blackberry ship to being profitable once again.