That means, BlackBerry stop development and production of mobile phones, both of which use the operating system (OS) BB 10 and also Android. Companies that originally named Research In Motion (RIM) has decided to focus on developing software.
Decision to change the direction of the company itself, perhaps, not too shocking. The shut down of the BlackBerry smartphone world has actually been much predicted earlier.
Because the mobile-phone is already less competitive than mobile phones based on Android and iPhone.
BlackBerry itself has actually been mobilized almost the entire strength to survive in the smartphone business. Companies have started to follow the majority of the market with the release of Android-based devices.
Noted, the BlackBerry has released two products based on Android. The first device is called Priv, and the second is called DTEK50.
But, alas. Both of these devices were not able to extend the breath BlackBerry in the smartphone industry. The proof, in the current financial statements, BlackBerry recorded a loss of 372 million dollars, or about Rp 4.8 trillion in the second quarter of fiscal year ended on August 31.
Said the company's revenue reached only 334 million US dollars. BlackBerry smartphone market share also shrank to less than one percent. BlackBerry mobile phone division in the second quarter of fiscal year recorded only able to sell 400,000 units of the device with a loss of $ 8 million.
BlackBerry phones will be destroyed?
Now, after the announcement of the BlackBerry to stop producing phones, will there still be a new BlackBerry phones? Apparently there.
BlackBerry has prepared "last breath" or a strategy that ensures new phones under the brand name "BlackBerry" still be released in the future.
BlackBerry Mobile brand will be transferred or licensed by third parties. Such third parties will design, produce, distribute, and also promoting the device. BlackBerry itself is no longer intervene to issue these devices.
Blackberry, as already mentioned above, will focus on developing Android smartphones and software that would run on smartphone crafted by such third parties.
BlackBerry BlackBerry smartphone DTEK50 claimed to be the safest in the world
One of the BlackBerry software development is done is application security. At present, the company claims to have made the best security applications, named DTEK. These applications have been used in one of the BlackBerry Android devices, namely DTEK50.
Subsequent devices will likely use the application.
In addition to security applications, the BlackBerry also focus on making software and device management applications for Android and iOS.
Companies from Indonesia became the first
Licensing strategies mentioned above has been run by BlackBerry. The first company which acquired the license from Indonesia, namely Tiphone Mobile Indonesia Tbk, which is an affiliate of PT Telekomunikasi Indonesia.
Together BlackBerry, Tiphone create a joint venture company named PT BB Red and White.
Later, BB Red and White will be responsible for producing and marketing the product with the label "BlackBerry" in Indonesia. Phones that will be assembled in Cikarang, West Java.
Only, is not known, whether BB Red and White just doing a special device for the Indonesian market alone or not. Not yet known is whether the phone model BB contrived Red and White will be marketed outside the country or not.
Meanwhile, according to Tiphone, BlackBerry is one brand that is trusted and respected in Indonesia. Therefore, the company decided for a joint venture company incorporated in Red and White the BB.
Appointment Tiphone believed would also pave the BlackBerry steps to market the new product in Indonesia. With this, the BlackBerry can be qualified domestic content level (DCL) 4G phones.
After Indonesia, there was a possibility BlackBerry will continue to promote the worldwide handset to other business models.
In addition to phones, BBM, BlackBerry pride messenger applications, has also been handed over to Indonesia. Currently, the application license held by the company Elang Mahkota Teknologi (Emtek).
In essence, the BlackBerry is no longer producing the cell phone again, but handed it over to the counterparties. BlackBerry is now focusing on business development and licensing of software alone, through the Mobility Solutions business division.
With the new strategy such as this, will the BlackBerry smartphone can again reap popularity? We'll wait.
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