BlackBerry Ltd. (NASDAQ:BBRY)’s John Chen Will Lead The Company’s Resurrection

by Dagmark Garcia | Wednesday, Apr 2, 2014 | 1015 views

Boston, MA 04/01/2014 (usastockreports) Waterloo, Ontario based Canadian company, BlackBerry Ltd. (NASDAQ:BBRY) will probably try to look at its old devices, in its quest to rise from the down it has recently been going through.

New phones didn’t take off well

Back in January 2013, the company’s then management team had launched a pair of new smartphones that came with the newly unveiled BlackBerry 10, as their operating system. These new smartphones were quite the change compared to phones released by the company prior to them. However, the change brought about in these smartphones weren’t exactly very well appreciated by majority of the customers.

Even, the company’s most loyal customers weren’t very happy with the new element that came with these launches. Some didn’t seem to like the new design implemented by BlackBerry i.e. the removal of phone buttons and the track pad. Also newer server technologies had to be implemented, just to manage these devices.

Present strategy

BlackBerry Ltd. (NASDAQ:BBRY)’s current CEO, John Chen seems to have some something of the past in mind. Just like, The Coca Cola Co. was once forced to quit an altered recipe of its flagship soft drink; Chen is looking at options to revive the company’s old plethora of devices and features that they offered, in order to get BlackBerry’s market back on track. The company, until two years ago, seemed to be doing fairly well and was also right up there among premium cell phone makers in the world. Chen, appointed CEO of the company in November is trying to bring take it back to the top level.

Mr. Chen said, addressing a few reporters at the company’s Waterloo headquarters that the company was on the right track but still needed a lot more work to be done. Since taking over, he has taken steps to capture the company’s core, business user base.

New launches

There seems to be a few new launches for BlackBerry Ltd. (NASDAQ:BBRY). A new flagship device, the BlackBerry Classic will have the popular features of the older BB7 software, along with the belt and track pad. The company will also launch, the BES12, which is BlackBerry Enterprise Service technology. This will enable companies to manage devices running on both the older BB7 and also the newer BB10.

BlackBerry Ltd. (NASDAQ:BBRY) on the other hand reported a Q4 revenue of $976 million, a 64% decline compared to the same period last year and also a below $1 billion quarterly revenue since 2007.

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