The consumer market right now is too volatile for BlackBerry as Apple and Google are relentless in destroying whatever competition is left to compete. However, this is not stopping BlackBerry CEO John Chen in wishing his company would return to the consumer market.
This is a top priority for Chen but, for now, it has to take a backseat as he sets out to transform BlackBerry back into a competitive company. Chen took office back in November 2013 and since then we've seen signs of great things to come, but these great things won't take shape overnight.
BlackBerry recently released its newest device called the Passport targeted at professionals. The company is hoping to sell over 200,000 units, but that in itself might be a difficult task, though not impossible because the BlackBerry brand is still popular among folks working in the enterprise.
"Over time, I definitely would like to reach the everyday people, but it's too early for us now," Chen said. "One thing at a time -- let's get ourselves making money and generating cash and get a good book of business."
Chen's aim is to distinguish BlackBerry products from the competition. Creating a fleet of devices that are more geared towards work than anything else is the plan right now, and we're guessing that if this plan takes off in a wonderful way, BlackBerry would then slowly enter the consumer market again.
The last time BlackBerry attempted to reinvent itself to come off as cool in the eyes of the everyday consumer, the company failed badly, and lost over $1 billion. This is the reason why the once great company is adamant about entering the market at this time, because $1 billion doesn't grow on trees anymore, well, for BlackBerry that is.
Furthermore, Chen confirms that BlackBerry is currently hard at work on a follow-up to the Passport. It won't be a phone with a different name, just the Passport with a different design and likely different specs.
We're not certain what the device will look like or what is under the hood. Chances are, it could be more powerful when compared to the current Passport.
