BlackBerry carried out a launch event in Indonesia, where it revealed it latest handset called the Z3. The Z3 smartphone was presented before several hundred people by the new Chief Executive Officer of the company – Mr. John Chen.
BlackBerry, which has recently experienced a turnaround at the position of Chief Executive Officer, has also updated its corporate strategy in an attempt to improve its performance. The company was looking for a buyer for its troubled handset business, but failed to find an appropriate one.
BlackBerrys Chief Executive Officer Mr. Chen said in a Wall Street Journal interview: “I really believe that one can turn around this company and make it iconic again.” Mr. Chen also shared his hope that BlackBerry would manage go sell millions of handset units around the world. The sale of its new Z3 model is scheduled to start on Thursday in Indonesia. Later, the company plans to launch its new unit in other countries such as India, Thailand, the Philippines, Vietnam, Malaysia and possibly Latin America, but it hasnt provided an exact timing for that.
Chief Executive Officer Chen also said at the launch event: “If the market doesnt receive this product well, then we definitely have some negative issues to deal with.”
The launch of its 191-dollar Z3 smartphone is not the only part of the new corporate strategy of the company. It is only the first move of BlackBerry to swing back to profit. Last year the company launched the Z10 handset, which was also supposed to help it turn out profitable on the U.S. Market. Unfortunately, the companys revenue decreased below 1 billion dollars during the latest quarter, tumbling to such an amount fort the first time since 2007.
Moreover, according to an official statement made by the company, BlackBerry has also made the decision of providing other companies, including its rivals Citrix Systems Inc. and International Business Machines Corp., which are focused on mobile-device management with direct access to handsets that run under the companys BlackBerry 10 operating system.
The company also explained that before getting a direct access, other companies will be given some narrowed options. Therese steps are part of BlackBerrys strategy to overcome the isolation coming from its standalone phone-management system. In addition, under the lead of its new Chief Executive Officer Mr. Chen, the company is trying to concentrate more on its messaging and software services.
As reported by the Wall Street Journal, Mr. John Chen explained that the company “must take care” of its enterprise first. He also shared that hes fully aware of the fact that improving the current performance of the company would not be easy, saying: “Is it a guarantee? No, by no means.”
BlackBerry added 0.37% to close at 8.12 Canadian dollars per share yesterday, marking a one-year change of -49.38%.