There was a time when BlackBerry was the dominant name in the mobile phone market, as their handsets focused primarily on bringing ease-of-use, a grand feature set, great build quality, and not to mention positive measures in the aspects of security and privacy. However, even though the company stuck with their mobile device’s formula, they haven’t made much progress in catching up with the needs and wants of most consumers. Therefore, informally speaking, the firm’s mobile devices have “eaten the dust” of other phones, such as those from Android and Apple. But it would seem that the mobile phone manufacturer does not want to lose out on the competition, as it has recently announced its first quarterly earnings on Thursday for the fiscal year of 2017. In the report, it revealed that the company still has plans on making phones in the future.
BlackBerry Still Wants to Make Phones Despite String of Failures
In the sales report, there were not many BlackBerry devices that were sold in the period as it only recorded 500,000 within the first fiscal quarter of 2017. That number was down from 600,000 units which were sold back in the fourth quarter of 2016. To recall, back in the third quarter of 2016, the company sold 700,000 of its devices. This means that in just as little as six months, the company had already lost 30-percent of its already dismal hardware market.
It was just last fall when the company released its first Android-powered BlackBerry phone, which is the Priv. Lance Ulanoff, Mashable Chief Correspondent, even called the device to be the company’s best device in a decade. However, on Thursday, Chief Executive Officer of BlackBerry John Chen did admit that the product did not sell very well, and one of the main causes was due to its price.
The BlackBerry CEO answer to analysts question pertaining to the smartphone was the following (according to Mashable’s edit for clarity reasons): “Well, the Priv is really a great engineering product. And it’s done well for people who bought it. But it’s too expensive for enterprise. And so we’re a little bit on the higher – too much of a higher end. So this is why the enterprise [customers] have been asking as well as the carriers who represent the enterprise, when they – and the B2B group— have been asking for more of a mid-range. They like everything BlackBerry represents in terms of security and the ability to run our software with the Android systems. But unfortunately, the Priv itself, [is] only kind of being affordable by the executive or the higher entity of the organization.”
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