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“I believe BlackBerry has a clear lane ahead of us to create new trails as a nimbler, more agile competitor,” Chen concluded. “The journey has just begun.”
Slicing the Pie
Chen likely instilled confidence in many who read his letter. We asked Jeff Kagan, an independent technology industry analyst, for his take. He told us Blackberry is doing what it should have been done all along.
“They spent the last few years trying to remake themselves and be a real competitive force against the Apple iPhone and Google Android. Their BlackBerry 10 software and new handsets were a complete disaster,” Kagan said. “Now finally I am starting to hear and see BlackBerry make some sense. Their new CEO seems to have a better understanding of the challenges and opportunities they face. This could be helpful as they try to recover.”
Although Chen insists BlackBerry will never be a head-to-head competitor with Apple and Samsung, Kagan said BlackBerry can be a successful competitor in one slice of the pie. The market has many slices and BlackBerry can compete strongly in one of those slices.
“If they focus on the technology and on the marketing and they do this in the right slice of the pie, BlackBerry could stabilize and start to grow once again,” Kagan said. “BlackBerry has been beaten around quite a bit over the last few years. That does not mean they are dead however. They can have a come back. Will they is the question. Let's hope for the best.”