Even though BlackBerry Ltd (NASDAQ:BBRY) is focusing on enterprise market, the company hasn’t completely backed out of the consumer device market. Google Inc (NASDAQ:GOOGL) & Apple Inc. (NASDAQ:AAPL) now control, what was once the forte of BlackBerry Ltd (NASDAQ:BBRY). The company tried to re-invent itself for the consumers market, but failed miserably at that and BlackBerry Ltd (NASDAQ:BBRY)’s CEO, John Chen, doesn’t want to repeat the same mistake again. Tech Times recently came up with an article that described how Chen is taking one step at a time to make the company recapture some of its past glory.
Google Inc (NASDAQ:GOOGL)’s Android & Apple Inc. (NASDAQ:AAPL)’s iPhones arguably make almost the whole smartphone market. BlackBerry Ltd (NASDAQ:BBRY) hasn’t had a major success in the smartphone market since the last couple of years and even its most loyal fans have migrated to other platforms. By launching the Passport, BlackBerry Ltd (NASDAQ:BBRY) has given people who still use a Blackberry device a reason not to migrate to other platform, it is not even trying to attract new customers. The proof of that lies in the sales number that BlackBerry Ltd (NASDAQ:BBRY) is targeting, just 200,000. When was the last time a smartphone manufacturer unveiled a new flagship device with an aim of selling just 200,000 units?
Perhaps BlackBerry Ltd (NASDAQ:BBRY) hasn’t yet come out of the trauma of losing $1 billion it lost when it launched a product for ‘everyone’ and that’s why is playing it too safe with the Passport. Though Chen definitely wants to ‘reach the everyday people’ someday, he acknowledges that it’s still time before the company can even think of it as the major concern for the company right now are survival and profitability. One cannot say if BlackBerry Ltd (NASDAQ:BBRY) can ever give Google Inc (NASDAQ:GOOGL) & Apple Inc. (NASDAQ:AAPL) a run for their money, but two things are sure – it’s not happening anytime soon and Passport is not the device that will make it happen.
As of June 30, 2014 Prem Watsa’s Fairfax Financial Holding owns over 46 million shares of BlackBerry Ltd (NASDAQ:BBRY), Ken Fisher’s Fisher Asset Management owns over 700,000 shares of Google Inc (NASDAQ:GOOGL) and Carl Icahn’s Icahn Capital LP owns over 52 million shares of Apple Inc. (NASDAQ:AAPL).
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