BlackBerry is in a difficult situation. The company passes through the greatest crisis in its history, and additionally there are coming contradictory signals about the future of the iconic smartphones for business.
On the one hand we read today about the imminent release of BBM messaging for Android and iOS, there are rumors about a new smartphone Americano. On the other - we hear about subsequent reductions in employment in BB, disastrous financial results and... retreat from the consumer market.
The company is supposed to focus on the business segment, where it still, despite the drop in sales, remains a major player. The Canadian company is to put on safety, the development of BlackBerry Enterprise Service, giving up entirely attempts to attack non-business consumers.
This change, coupled with a reduction of 4.5 thousand employees is probably the result of market failures of Z10 smartphone, in which the company had high hopes, as well as cool adoption of another model (Z30), criticized for too high price. However, somewhat contrary to the announcement of the new strategy, there was a leak of the new budget structure with a blackberry that would bridge the gap in the portfolio. The phone codenamed Americano would belong to the C-series. It is reportedly equipped with a 4.2-inch HD touchscreen display and will run on 4G networks. It has also obtained a 5-megapixel camera and Snapdragon 400 processor.
18.06.2026
