BlackBerry board member says becoming a "niche" player is key to survival

By David Tom
Sep 2, 2013
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  1. As part of BlackBerry’s ongoing restructuring effort, the company has assembled a five-person team to decide the future of the firm. One such member is Bert Nordberg, the former CEO of Sony Ericsson, who successfully pulled his corporation out of...

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  2. JC713

    JC713 TechSpot Evangelist Posts: 6,725   +874

    I guess this is their last chance... not sure if this niche strategy will work out.
  3. St1ckM4n

    St1ckM4n TechSpot Evangelist Posts: 3,385   +607

    As long as Apple remains relevant, you can't afford to be 'niche'. The sheep mentality most definitely exists (inb4 flamewar). BB needs to be a 'very good alternative' before it can decide to take a small portion of its products and divulge into the niche area.

    Or, go all-in. Make one hell of a niche product that will make or break.
    JC713 likes this.
  4. psycros

    psycros TechSpot Booster Posts: 671   +202

    That second option is the *only* option. There's no competing with entrenched ecosystems, particularly when they have twenty times your budget. My gut feeling is that Blackberry has one year to turn it around. They need to completely toss the gesture-based UI mistake. If I had the management's ear I'd be screaming for them to bring back the trackpad and the physical front control buttons (or add virtual ones that are easily invoked at any time). Start making top-quality devices that don't cut corners. Release a truly rugged BB with Gorilla Glass. Give us a new Torch-style device that doesn't compromise on specs. And for heaven's sake, advertise intelligently! Push your phones as the do-it-all, no compromise solution: its a messaging monster with a cross-platform solution built right in; it runs legacy and OS 10 Blackberry apps as well as most Android ones; enjoy full multimedia capability to rival anything on the market; get more done with maximum battery life...see what I mean? And it goes without saying that Blackberries need to be price-competitive with other devices packing similar specs. They've finally put the Z10 and Q10 where they should have been at launch, but the un-usable UI makes it irrelevant. Get busy, Blackberry - you've got a year.
  5. Skidmarksdeluxe

    Skidmarksdeluxe TechSpot Evangelist Posts: 2,825   +704

    They're between a rock & a hard place. I only hope they can pull off whatever they're planning.
  6. TorturedChaos

    TorturedChaos TechSpot Chancellor Posts: 843   +11

    I think if they can corner the right niche market(s) they can pull themselves out of the tail spin they are in. Also agree that they need to advertise more. I don't know if I have ever see an ad for them. Brag up their unique capabilities and made a bullet proof phone we a good OS


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