Follow
BlackBerry is far away from its past glory and pride as the initiator of the smartphones cult and trend. Recent history showed that the Canadian company was on the verge of a financial collapse, even if they still struggling to provide the world with new and improved handsets to bring the brand back on track. However, since John Chen took over the company’s management, things started to look better: BlackBerry presented a new line of smartphones during the Mobile World Congress and is pushing forward in creating new mobile phones in order to regain its position on the market share. Despite all these, analysts consider it is too late to fight against giants like Apple and Samsung these days.
But John Chen’s ambition to see the company rebirth from its ashes is exemplary: recent news tell us that BlackBerry delivers a new smartphone to the Indonesian market and a dedicated phone, that is. The Z3, also known as Z3 “Jakarta Edition” is hoped by the BlackBerry officials to be a hit in Indonesia because the phone targets the middle class which has enough money to buy a cool smartphone, but not rich enough to jump for an iPhone or a high – end Samsung model. The strategy is considered brilliant by some, as Indonesia and the Southeastern Asia in general represent an emerging market with steady economy and impressive population numbers. In other words, it is quite possible for BlackBerry to conquer the customers in that area with a budget, yet high – quality phone and keep its faithful customers even more loyal to the future BlackBerry products.
Still, BlackBerry is swimming murky waters, as analysts stated that
it is already too late for a comeback by the company that pioneered the modern smartphone culture but has been unable to keep up with competition from Apple’s iPhone and handsets using the Google Android operating system.
Sudev Bangah from telecoms consultancy IDC is among the ones who lost faith in BlackBerry and its potential comeback on the market:
The launch of this device is really BlackBerry’s final stand in the Indonesian market.
Even if Indonesia is still one of the most reliable markets for BlackBerry, the company clearly lost the battle against Samsung last year. BlackBerry officials didn’t specify which other emerging markets they are planning to focus their interest on, Z3 – wise, but it is clear that they will stay in Southeast Asia and try to sell big in that area. But so far, BlackBerry delivers a new smartphone in Indonesia and sales are looking good, so let’s hope for the best!
