BlackBerry CEO John Chen indicated that a phablet may be the next growth driver for the Canadian manufacturer as it looks to regain its market share.
In an interview with Indonesia's Jakarta Post, Chen announced that BlackBerry aims to sell 1 million units of the BlackBerry Z3, a $200 handset that is available for sale exclusively in Indonesia (for now). The Z3 is the first device co-created with Foxconn, with which BlackBerry has entered into a five year partnership. Under the terms of the deal, Foxconn designs, manufactures and stocks the devices, which BlackBerry provides the software.
Chen mentioned that he was optimistic about the device performing well in the Indonesian market despite the recent increase of Android and iOS devices in that region.
"They [Android and iOS] are very focused on consumers. We have a very strong hold in enterprise. We do compete in the consumer space, and the product we launched [the Z3] is a very competitive product, especially since our brand is really big here in Indonesia. I hope to sell the Z3 a lot, like a million units or something. But I am actually more focused on market share. I want to increase our market share."
When asked about the next big growth driver, Chen stated that a phablet might be the answer, stating that there is a lot of potential for such a device.
"If we will do another thing, we will probably go to phablet. I think if you look at our strategy and if you look at where the market goes, there is definitely a good market for something between a phone and tablet. I think the phablet could be early, the tablet is already late. That is not a bad thing, because you can bring new technology. But, if I have the opportunity I will go to phablet."
Although BlackBerry is starting to focus once again on the consumer segment, it is not abandoning its enterprise users, with Chen stating that an enterprise version of BBM, called e-BBM, will be available in June this year. He also mentioned that the manufacturer is intent on building "infrastructure that connects everything: mobile, Internet protocol [IP] addresses, everything."
Source: The Jakarta Post