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BlackBerry puts customers first as their Titanic ship continues to struggle

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The mighty ship of BlackBerry continues to have its trouble retaining their once loyal customer base to the giants of Android and Apple. On Feb. 25, 2014, Reuters announced that BlackBerry is back to customer service 101 with putting their customer base first in a last ditch effort in an attempt to win them back to the BlackBerry.

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BlackBerry announced its newest strategic initiatives that it will be putting into place to strengthen the company and prepare for the future:

  • Unveiled their newest smart phones the high end BlackBerry Z30 at a lower price along with the BlackBerry Q20 model with a physical keyboard.
  • The BlackBerry Z30 their higher end phone priced under $200 was made with help of a mutual partnership with FIH Mobile that is the HongKong listed unit of the Taiwanese electronics company Foxconn Technology Ltd.
  • Focus on more profitable service segments which includes 30% of the enterprise market which include the banking, telecommunications and government.

BlackBerry Z30 specifics:

  • The Z30 is code named Jakarta and will go on sale in April in Indonesia where BlackBerry's exclusive messaging service has become very popular in that region.
  • It will start as a 3G phone and be brought to the regions of Southeast Asia and Indonesia. A 4G version will go global sometime in the future.

BlackBerry knows that the time is now or never to win back and retain its customers in the private and public sector. In fourth quarter of 2013 the Research group IDC put BlackBerry's share of the smartphone market at just 0.6 percent, down 77 percent from 2012. This why they are releasing two BlackBerry versions the Z30 to appeal to average customers looking for a higher end smartphone and the Q20 that is aimed squarely at government customers.

BlackBerry Q20 specifics:

  • Available before the end of the year.
  • Will have a physical keyboard that many users requested at the top of their list as a must have for their BlackBerry phone.
  • Aimed at BlackBerry's original core business and government customers.

The newest BlackBerry Chief Executive, John Chen ended the announce with the following thoughts for the future on BlackBerry:

We need to build very solid phones that are more skewed toward the high-end," he said. "We are not going to play 'let's build a $75 phone.' That's not our sweet spot."(John Chen)

We don't want to lose the rest of the market ... but for the next 18 months I think you see us very much intent on going back and winning the regulated industries," he said.


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