Since bringing CrackBerry Kevin out of retirement to celebrate 10 Years of CrackBerry and cover the hell out of the launch of the new BlackBerry "Mercury", I've quickly reverted to my old CBK habits. One of those habits is that nearly every conversation I have is in one way, shape or form related to BlackBerry.
As I mentioned in a recent editorial, the BlackBerry story is more complicated these days than it used to be. When it comes up in conversation, I explain that BlackBerry is now a Software company and that thanks to a partnership/licensing deal, we now have BlackBerry Mobile running the BlackBerry phones business (for most markets around the globe), including the launch of the new Android-powered Mercury.
What's interesting is that when I talk to "normal people" now about the new BlackBerry, they don't get it. The quickly understand BlackBerry Mobile, though. BlackBerry Mobile manufacturing, marketing, selling and supporting BlackBerry Smartphones makes complete sense. Then they ask the question - "So if BlackBerry Mobile builds phones, what does BlackBerry sell now?"
How do you explain the New BlackBerry?
Honestly, it's not an easy question to provide a concise and satisfying answer to. To say BlackBerry is a Software company never seems to satisfy inquisitive minds. Then I go into more detail reiterating the bullet points that BlackBerry CEO John Chen highlighted to us in his recent Letter to the CrackBerry Community - that BlackBerry is securing the Enterprise of Things as it relates to Connected Cars and Enterprise Mobility Management. And I, of course, add that BlackBerry is still supporting the Android OS and apps that go into the BlackBerry Mobile phones and is working to make sure Android is locked down and secure.
Then comes the slightly agitated follow-up questions... "Ok, I get that, but what does BlackBerry SELL? How are they making money? What do they charge?" And then the conversation goes a little weird because clearly, I don't have the smart answers anymore.
So today, I visited the BlackBerry website to try and figure out everything that BlackBerry sells and what it costs. Wow. It is a different BlackBerry. While you can still find some BlackBerry 10 phones and support on the site, it is an enterprise software story now. There's a lot of info, about a lot of services. You can view webinars and infographics and data sheets, download free trials, find per user pricing on some products (like the Enterprise Mobility Suite), and eventually, you get funneled into sales forms you need to fill out so that a BlackBerry Sales Representative can get back to you.
So. Much. Stuff.
It's a bit of a maze, and there is a lot of STUFF. This is probably not even a complete list, but just jotting down everything for my sanity, here's what currently makes up the new BlackBerry:
BlackBerry Enterprise Software
- BlackBerry Enterprise Mobility Suite
- BlackBerry UEM
- BlackBerry Dynamics
- BlackBerry Workspaces
- BlackBerry 2FA
- BlackBerry Enterprise Identity
- BlackBerry Access
- BlackBerry Documents to Go
- BlackBerry Launcher
- BlackBerry Notes
- BlackBerry Share
- BlackBerry Tasks
- BlackBerry Connect
Secure Communication & Collaboration
BlackBerry Cybersecurity Services
- Penetration Testing
- THINK Service
- Cyber Essentials Plus
- Forensic Services
- IT Security Training
- Centre for High Assurance Computing Excellence (CHACE)
BlackBerry Internet of Things
BlackBerry QNX
In-market BlackBerry Smartphones and Smartphone Licensing
- DTEK50, DTEK60, Priv, Passport, Classic and Leap
- BlackBerry and TCL sign smartphone software and brand licensing deal
- BlackBerry announces major mobile software licensing agreement with Optiemus in India
- BlackBerry announces device software licensing agreement with joint venture PT BB Merah Putih
Long list, right?! It's clear that BlackBerry as a software company has their hands in a lot of STUFF. After spending some quality time learning more about the "New BlackBerry's" software and service offerings, I do feel more informed. That said, I'm still struggling to find that concise elevator pitch for explaining to "normal people" what the "New BlackBerry" does and sells in a sentence or two.
If you have any suggestions, I'm all ears.
Reader comments
"So if BlackBerry Mobile builds phones, what does BlackBerry sell now?"
As far as phones you have given up on 10 os and are joining the android Market talk about sleeping with the enemy but I understand it's business and you were losing the phone and operating system battle but I'm going to retreat like you did and get a new non blackberry phone I understand when I am being taken advantage of :(
Posted via CB10
Err software to businesses regardless of the end point device
Posted via CB10
I really enjoyed reading this article.
Posted from BlackBerry Passport SE via CB10
I think quemo summed it nicely!
Posted via CB10
No BB 10 ever.
Posted via CB10
If BlackBerry is such a Gigantic Software Company, why can't they make apps like Android and iphones for OS10? That is their main problem. Thats why they last the market on phones. Also promoting their products.
Posted via CB10
Blackberry is a smart company, on the fugees we gona make a benefit.
Posted via CB10
So, though interesting and exciting, BlackBerry has effectively thrown in the towel on BB10. Ugh.
Posted via CB10
most important is revenue n profit. I am not sure how much money all these things can sell but seems like for niche small market that isn't interesting
As things change, you can only stay so long in a one sided relationship.
Chen's mandate still is to make BlackBerry profitable, not to cater to the faithful small minority.
It has been great, but I'm ready to move on.
Posted via CB10
CBK, I could think of it as this way...
BlackBerry provides all the software, other than the powering system (Android), to BlackBerry Mobile and any other mobile customers, from phones to medical equipment to automotive and defense.
I might be off, but that is the best I can think of on the fly..
Take care
Posted via CB10
Link to BlackBerry notes is not working. Also, I can't find a 'notes' section on the website.
Powered by BB10
Hey Kevin. Funny that us that we are fanatics about this company we don't know about these products. If not us/you, who knows??
Potential customers need to 'check out' the BlackBerry website? That doesn't sound too encouraging for strong sales.
Powered by BB10
I usually just say, "they're like IBM now"
And TCL is their Lenovo.
Agreed! Big thumbs up
What BB Software should do is release 10.3.4 with 5.0 or 6.0 android runtime and let users deal with their respective app needs via cobalt232's hack. That in itself would add another year or two of usefulness and life to all of us loyal BB10 OS users
The link the BlackBerry Access takes you to BlackBerry connect..
Enterprise apps should not be run from an Android environment
I am fan of Blackberry
BlackBerry Mobile. I hope they continue with BB10 maybe 1-2 devices per 1-2 years. Preferably a All Touch high end for the niche.
If it's somewhat independent of BlackBerry. The same BlackBerry that completely SCREWED UP its hardware division and the best mobile OS ever created. BB10
Posted via CB10
Snore. Not why I became a fan.
Posted via CB10
Who cares?
#soon, later, later this year, fiscal year, commitment,...blablabla ~J.BlaBla Chen
The new BB is SS - BlackBerry is Software and Security.
"So if BlackBerry Mobile builds phones, what does BlackBerry sell now?"
Despair and broken dreams?! LOL :-p
Respect My Autoritah!
I wanted to give WatchDox a chance (now Workspaces) but it was so **** expensive for what it offered.
SecuSUITE is the only true secure voice-messaging encryption on the market due to utilization of hardware encryptor in miniSD form. Unfortunately BB10 is the only OS that can utilize it. It's not really that expensive if you consider that it's pretty much Military Security grade. WatchDox is almost as expensive as it. See the problem.
No it isn't. Lol. BB supplies SecuSmart to Samsung for their secure tablet, which runs on... you guessed it: Android!
SecuSmart will work with any Knox device if I'm not mistaken.
Knox doesn't employ hardware encyptochip. Knox is a software solution that shows you everything that is wrong with Android. With BB10 SecuSUITE is integrated within operating system. On contrary Knox is a safezone bubble that is isolated from Android key components. That is the only way you can achieve security on Android, by making operating system within operating system.
New pitch idea:
BlackBerry now provides & licenses software and services. They secure communication and operations in a multitude of industries such as, but not limited to, Enterprise, automotive, medical and IOT.
Thoughts Kevin and Bla1ze?
Posted via my BlackBerry Classic
With this new Android BlackBerry. Is competing with the Majority of low end users. A business will not buy a low end Android BlackBerry. Blackberry, will have to build there own BlackBerry 10 OS For Business. Governments, Military and there hard core base of True BlackBerry users. You like Grandmother's cookies you don't have a bakery make them you have the real deal Grandma, will never give up her secrets to bake them Cookies. Just like BlackBerry. Is and cannot give up there secrets on how a true BlackBerry is made. I think that BlackBerry 10 OS and Windows 10 Microsoft Exchange you will have the best of both worlds and you will be years ahead of everyone else. BlackBerry Intel Microsoft. Google Safari not the right direction for a high end user.
Docs to Go? Do they own Dataviz, or do they just sell their own separate version of Docs to Go?
They own DataViz sinc BBOS 5 or 6
Posted via CB10
Something like that classic in Android... wid fingers print Sensor and good camera..
Bluntly put, the new BlackBerry sells things I am not at all interested in. That's what they sell.
Issue with new BlackBerry is the order process is slow, cumbersome and a mess. They have a lot of good services but everyone has them now. BlackBerry is a middling software play and please please those who love BlackBerry 10 I type this from my Z30 - it's over. Please understand this. I think you need a 'Dear John' (Chen?) letter to understand the relationship is finished.
Posted via CB10
S&S, and they are getting pretty decent at it too.
Posted via CB10
I hope they are not resting on their laurels and taking the enterprise business for granted. Despite the launch of a pilot project a few months ago, I have yet to see Android support at my firm. This worries me because eventually any device has its lifetime and will need to be replaced, or even worse, the firm may choose to shut down the BES server.
Posted via CB10 on my Passport
Blackberry: We sell software at a profit and leave the money burning pit that is the hardware division to somebody else to play with
Hopefully a Crackberry fan can license BB10 and keep the fire burning
Trump said he didn't want his campaign hacked so he hired people to protect it. BlackBerry should be boasting about this. We know who didn't care about hackers in the US election.
Sent from one of my SE Passports using BB10 superior software.
I remember trying to purchase BBM protected from BlackBerry. It was an awful experience. The only thing that got me through it was getting "support" from the CrackBerry forums from other people who had similar experiences. It's not a good thing when companies make it hard for you to give them money for the goods and services you want from them. I hope they spend more time smoothing out this process, because I imagine it's worse for enterprise customers who purchase the more sophisticated products.
Posted via CB10
The state of service and of bbm enterprise is deplorable.
I don't think anyone is using it. If they were you would think you would see improvement in the product.
It doesn't even integrate with the hub either.
Speaking of staying alive, is there any chance of getting an update to the CC BB10 app?
BlackBerry Z30 OS 10.3.3.2205 🇺🇸 'merica
Maybe BlackBerry needs to be called RIM again. Then RIM does all the enterprise and software stuff where BlackBerry software is the 'product'. BlackBerry Mobile heads the phones front with TCL as the driver.
I thought that myself. Would make sense to the consumer world. But I doubt they'll go through the trouble and expense.
I agree too. At the time they made the change, I was all for it. We just had no idea the company was going to pivot away from the hardware business completely. In retrospect, I think keeping the name Research In Motion for the software business and BlackBerry specifically for the mobile solutions and hardware division would make a lot of sense.
Posted via CB10
If you read my posts here from that time, you'll see that I thought the decision was insane (adopting a failed product line's name as the company name, and not giving BB10 a unique new product name), but most here thought, despite plenty of evidence to the contrary, that the BB name was going to pull people in by the 10s of millions.
Ford renaming itself Edsel wouldn't have helped it following the market failure of that car, and BBs name change was just as short-sighted.
RIM should have stayed RIM and BB10 should have been called something like Thunder or Slick or anything not connected to BBOS. That would have instantly made it clear that it was an all-new OS and it wouldn't have had to fight the negative brand image that BB had built with BBOS by 2012.
I think the eventual outcome would have been the same, but I think BB wouldn't have crashed so hard and fast that the had to put the company up for sale within 9 months of launching and lost so much money if the branding made it clear that BB10 was all-new. Remember that BB10 didn't please most BBOS users any better than anyone else - in part because of poorly set expectations.
#longLiveBlackBerry
Posted via CB10
Feel it's good to see BlackBerry moving forward beyond devices. I like BlackBerry not just for devices. They brought some great devices but the market changed and now we will still get devices but via other 3rd party providers. Nothing wrong with that and from a business perspective makes perfect strategic. Let's give TLC an opportunity to launch the Mercury! Let's see what happens!! In the meantime looking forward to the day I get into my car and my scree shows a BlackBerry logo and it states Secured by BlackBerry!
Posted via CB10
What is the BlackBerry mobile site link address.
My advice is to just move on to BlackBerry Mobile. They are BlackBerry phones now.
Yeah but now the mobility world is just whack. Only two OS to choose from? We definitely need more choices. The only difference between these android devices are that they are manufactured by different companies or the specs on these devices but other than that, ain't shht change. We just need more options and Chen needs to speak up and get that cat from holding his tongue.
Not down with anything Android. BB10 is the ish!
Well, Microsoft will be releasing the Surface Phone. If that's a hit, then Windows 10 Mobile is back.
Fully agree - we definitely need more OS choices. phones are a big part of our lives that often contain sensitive information. would we be happy to only have a choice of 2 type of cars etc?
Posted via CB10
Most people think BlackBerry is died.
While it is such a big lie. Because if market conditions.
Most shopkeeper chase BlackBerry words when people ask about BlackBerry.
They want to buy it. But reseller (market people) is changing people mind most time.
I hate those people who misleads
Via BlackBerry Z30
As long as BlackBerry stays alive I'm with them
I wish them luck. They face a lot of competition in their remaining fields.
It's just sad that they've given up on BB10.
Truly the best OS out there.
Desire to become a human lie detector? Join The KUQO Group at C002EFE5D and learn how to never be lied to again.
My brain hurts now
@FishhPoohh...Haha! you Crack me up all the time,lol,now let's consider CBK gets to unbox the Newest Greatest BB Device ever,haha B4 Barcelona,don't you think he deserves it? :-)
It is entirely conceivable that BlackBerry Mobile can surpass BlackBerry in revenue and size if they market the products right. This is something that BlackBerry totally missed the board on, but BlackBerry Mobile might have a go of making a lot of money off hardware.
If this happens, then BlackBerry Mobile can buy BlackBerry outright and bring the software development in house. Mark my words, in 5 years, BlackBerry Mobile will buy BlackBerry.
Facts!
Posted via CB10
So sad!
Posted via CB10
What a nightmare. Glad I'm soon to move on.
"Z30 STA100-2 UK" 10.3.2.2876
Boooooring!!!!
Most wanted features in the Mercury: https://www.poll-maker.com/results799422x8fEe47C8-32#tab-2
Kevin, your probably the right man for this but why not do a cover up on where BlackBerry10 lies on the road map. Get some answers. Have them come out with an answer and catch me from beating around the bush. Would be great to get some actual answers.
Not down with anything Android. BB10 is the ish!
No one from BlackBerry is going to publicly say that BB10 is dead while they still have BB10 hardware to unload and BB Hardened Android Nougat 7 hasn't been introduced yet. That's just Sales 101...
PS BB10 is dead whether any of us want to admit or not...
Exactly, and this has been covered anyway.
"Within the CrackBerry community we have a significant percentage of users who still love and use their BlackBerry 10 phones and really, really, REALLY want BlackBerry / BlackBerry Mobile to manufacture more BlackBerry 10 phones. As much I hate to say it, it's just not going to happen. BlackBerry is clearly out of the hardware game now, and BlackBerry Mobile is manufacturing Android phones. Getting angry and holding out for more BlackBerry 10 phones isn't going to help make it happen, so my suggestion for those who love BlackBerry is to start getting excited about your next BlackBerry being Android powered. You're just going to be stewing and angry for a long time if you hold out hope - it's less painful to treat BlackBerry 10 as an end of life product at this point."
http://crackberry.com/cleaning-confusion-what-you-need-know-about-blackberry-and-blackberry-mobile
Bla1ze,
That was an excerpt from Steve Cistulli, of BlackBerry Mobile, correct?
I think what folks want those statements from Chen or someone at BlackBerry, not from their licensed partner. MHO
They weren't from Steve. They were Kevin's comments.
Check out this article from Mobilesyrup, a Canadian tech website for those who don't know. Some interesting comments by the head of their mobile device division. This is the best actual factual information I've seen regarding BB10 and its future AND is recent so I would use this as a reference instead of the vast number of opinions that seem to propogate this site touting BB10's demise. Not saying that the future of BB isn't Android but I'm guessing that we will have to wait and see. As for me I will continue to use my Passport until it no longer functions or I decide to try out the Mercury or a future Android BB.
http://mobilesyrup.com/2017/01/16/blackberry-discusses-the-future-of-bb10/
V
BB 10 -> app gap -> the phones don't sell; insist on BB 10 -> app gap -> repeat da capo a fine at libitum.
Thank you for providing that article link. It gives me hope for BB10.
But in also left wondering why we haven't seen something similar reported here on CB. I thought CB was the #1 source for all things BlackBerry with exclusive relationships with BlackBerry executives & exclusive insights into what's up with all things BlackBerry.
Posted via CB10 with my awesome Z30 STA100-5/10.3.3.2163 on T-Mobile USA who keeps disrupting & improving the wireless industry (but I'm not a supporter of the new T-Mobile One plan).
Yeah I was surprised to find a recent interview with a top level exec from Blackberry on another site to be honest. Especially one that isn't "all things Blackberry"(although Mobilesyrup does ensure they do BB reviews and news and are honest in their reporting - not fanboys, not haters). This is nothing against CBK or Bla1ze or anyone else that pours their soul into this site - as I said, just surprised. I posted the link as it seems that almost EVERY FRIGGIN STORY comment section here at CB invariably has someone bringing up BB10 and its future with someone asking either Bla1ze or CBK to do an interview with John Chen to go on record and confirm its life/death. Obviously it's not like either has his private number and can just call up and say "Hey Chennie, friend and buddy old pal, lets do coffee and you can reveal to me the eventual gameplan for BB10 and Blackberry in general, because, you know, we have an audience who's going ape**** wanting to know". No matter how good the new relationship is with BB since Thorstein ( Kevin revealed the history of CB's relationship in a recent podcast) I'm guessing they don't have that kind of access. This article is the next best thing and confirms that they are committed - for the near future at least - to keeping BB10 alive.
I do agree with CBK and Bla1ze and believe the immediate future for BB is now Android and BBMobile. I also believe that they will still support BB10 (there are other markets besides North America) and may possibly find another partner to license BB10 as they have done with Android BB. It just depends on if there is a market for it. If they can figure out a way to make a profit with it, believe me, they will keep BB10 alive. Number one reason for getting out of the device manufacturing game is they no longer have the capital to put behind it (especially the marketing) as the return just isn't there without taking a gamble and going "all in". And that wasn't Chen's mandate. His mandate was to make the company profitable. Period.
I'll still keep my Passport as I like it, it does everything I need and I think it is the most original phone to come out in some time.
Please note these are my opinions, not fact. Who knows whats going to happen in the future.
V
Can you name a market that has not already been licensed for the BlackBerry name? Just wondering what is left.
The selective memory loss around here is at times incredible. I think most , myself included, are well aware of bb10's unfortunate demise.
My personal concern isn't so much with that as it is with the constant ongoing intentional deception and misrepresentation by BlackBerry with regards to existing products as well as lack of respective support shortly after purchase. There will be no apology for being twice bitten and four times shy thanks to playbook and BlackBerry 10 abandonment fiasco's.
So on that note I will not be coerced into excitedly and blindly running open armed into anything "new" being pandered by blackberry mobile or whatever else they call themselves these days, be it android or otherwise until proven as viable, worthy and being supported long term, if that ever happens.
I tend to agree. I would actually be happy though if they could add swipe gestures to the Android version of Hub and the homescreen, it might make me try it. HTC has done this already so it can't be hard (theirs, you can swipe left to right from the home screen to open a special menu display).
Posted via CB10
"There will be no apology for being twice bitten and four times shy thanks to playbook and BlackBerry 10"
You are correct. It is time to offer condolences to BB for their antiquated OS10.
I can't understand the constant crying from OS10 fans. It is time to move on to other OS' that have gained acceptability.
The low millions of smartphones with working BB OS10, and tens of hundred millions of working Apple and Google OS's is meaningful.
Bla1ze you are entirely correct.
As an OS10 Z10 owner, the limited Android app availability is a big negative. Many Google apps need Play services.
I don't care if the BB is a BB OS10 or a BB version of the Android OS, so long as I have full availability/capability of the Google Play app library.
@Kryngle
AMEN. Kevin is the doood to do it, too.
Traction on those questions would set Mercury up, nicely, if the larger scope is also addressed.
GREAT SUGGESTION for Kevin while he's amped up for Mercury!
It lies in that spot outside the border, that is, outside.
This is absolutely interesting to me, I'm going to dive into some of this stuff a bit later to become better versed. I'm also saving this story to send to friends, family and colleagues who seem to think BlackBerry is dead. Already done the same with the last story breaking down the handset side of the business.
But important for business and countries
Not interesting for most consumers I think
CB Mod
Total Software Communication Company. All you need to run your communication in business safer, easier, managed and compatible.
Posted via CB10
I'm waiting for the BB stock to have a dramatic increase in value.
For many quarters this has not occurred.
The technical analysts have not been impressed by this vast list of stuff.
Because the transition from HW to SW has not resulted in profits yet thats the key question when will BlackBerry make money again?
Blackberry has NEVER been a consumer-oriented company. They accidentally became popular with consumers in the mid 2000s and tried to chase that market after Apple released the iPhone. But they have always been primarily oriented to Enterprise IT needs to facilitate secure communication and data-sharing.
It makes complete sense that they are returning to their roots instead of trying to compete with consumer electronics companies like Apple and Samsung.
John Chen is the first truly competent CEO that they've had in a decade.
Posted via CB10
True. But it's the sheer volume of consumers that Bought in that made the company such a hit
+1
Posted via CB10 with my awesome Z30 STA100-5/10.3.3.2163 on T-Mobile USA who keeps disrupting & improving the wireless industry (but I'm not a supporter of the new T-Mobile One plan).
Ehi Usman, what's your opinion on this? Given that TCL just set up a new BlackBerry Mobile site for the Mercury (and its forthcoming phones), are the DTEKs going to be already EOL (the PRIV is a 2015 device at least)? I believe that two different online sites/stores will confuse any potential buyer. The DTEK 60 is a great, recent phone, for one.
That's why there will probably be only one BlackBerry consumer sales site operated by TCL. In the recent CB podcast Steve Cistulli said that "those who you've worked with in the past that were part of BlackBerry will still be there, they'll just be under the umbrella of TCL communications."
Funny. My secure browsers won't trust the BlackBerry sites in the links!
Yup. It same
Posted via CB10
Elevator pitch?
"Software is the New BlackBerry..."
Wasn't that hard, was it, Kev..? ;-D
• Mercurial greetings , hopefully coming soon to Planet Earth... :-D •
Like I said in the article... that's not an elevator pitch that satisfies inquiring minds. :)
Seriously though, I would love a short repeatable summary about the new BlackBerry that was quick and detailed and made sense to normal folks.
What doesn't make sense?
I tell people all the time, ya BlackBerry still has phones you as a consumer can purchase, they've just resorted to outsourcing that manufacturing and sales in order to focus their efforts as company primarily on the software/mobile management side.
The money has never been in hardware even in the good old days. The majority of the revenue stream came from selling BIS/BES licensing and SAF fees from the carriers.