In the latest earnings call, CEO John Chen, clearly articulated the long term strategy for turning Blackberry around. It was simple. In the developed markets, focus on Enterprise and Security, and in developing markets on a Consumer phone that promotes BBM.
In line with these strategic proclamations, Blackberry has out-sourced its device manufacture for developing markets to Foxconn, and the App eco-system to Amazon. This means that the brand will now go back to its roots of Enterprise and Security for its core markets.
The core capability that allows Blackberry's secure enterprise offering is its QNX Operating System. QNX Operating System is also useful for other high performance embedded applications. In the latest move, Blackberry has sold part of its R&D capabilities to Volkswagon to allow a dedicated channel for that business.
Playing on its two strengths would definitely help Blackberry focus its brand and its offerings to what matters most in these markets.
