BlackBerry has had a long period of not making much news, but it seems as though the company is making somewhat of a comeback.
It recently launched the BlackBerry Classic, a device that includes a hardware keyboard, something that it not very common nowadays but that is sure to appeal to a select number of people.
Despite the new device, some are still skeptical. Will the phone's draw be enough to turn the company around? Even if it is a success, can it turn that into a long-term plan, or will it be a peak for the company as it continues to descend into bankruptcy?
BlackBerry's strategy for the future goes beyond just the Classic, however. BlackBerry CEO John Chen thinks the company could have a big focus on Internet of Things devices, which includes the smartphone, but is certainly not limited to it. In fact, the company is looking to launch its own IoT platform, which will be discussed at CES. While the platform will be an important part of the company's future, it will still have a large focus on devices.
"Device is very important to us. It's about half of our business," said Chen in an interview. "It's also the precursor for all of the IoT market. I don't look at the devices as just the phone business. I look at devices as something that is much broader downstream."
The platform will be focused on connecting people and machines and on collecting data for companies to use. For example, a car dealership could collect data on a car to determine when it needs to be serviced.
As far as devices go, the company is set more on money than on releasing new devices. This means that the company will probably not be releasing as many devices as some would like, but rather spending time and effort on making devices as good as they can be. Despite this, the company will reportedly release several new devices, including one unconventionally designed phone as well as refreshes of the Passport, Classic and midrange Z3 touchscreen line.
Unfortunately for BlackBerry, its fall in market share over the last few years has led to it having a lot less leverage with mobile carriers. Despite this, Verizon and AT&T have both agreed to launch the Classic, with a number of other carriers around the world also promising a launch. It's clear that the Classic has some weight behind it.
It's also important to mention BlackBerry's recent mobile security push. In a move that surprised many, BlackBerry has partnered with Samsung to bring Samsung's business clients using the Knox suite of apps an extra layer of security by running Knox on BlackBerry's BES12 server. While it's certainly a move that will bring the company business, it's unlikely to fund the company's other ventures, unless of course the company streamlined so much that it focused entirely on security.
Lastly, the company recently announced a slew of apps for doctors and nurses who use BlackBerry smartphones. Health has been announced as a key market for the company, however it remains to be seen what else BlackBerry has up its sleeve in the health industry.
BlackBerry has streamlined its business. It is unlikely that it will ever reach the level of success that it did in the past, but by releasing a few quality devices and focusing on a new Internet of Things platform, the company has a shot at a new future.
Will it succeed in making this shot? Perhaps. If so the BlackBerry of the future will be completely different from the BlackBerry of today, likely not focused on smartphones at all. It is likely that we will see more enterprise partnerships from the company and a move towards the business sector rather than a focus on the consumer.
