BlackBerry Ltd (NASDAQ:BBRY) Bets On Under $200 Smart Phone

Posted by Lynn Eisler May 13, 2014 0 Comment 2015 views


Canadian smart phone and business phone maker BlackBerry Ltd (NASDAQ:BBRY) made a huge splash in the media today with the launch of a low cost smart phone model Z3 which the embattled hand set maker hopes will help it regain lost market share in the emerging markets.

The launch of this feature packed smart phone happened in Jakarta today at a glitzy event held at Ritz-Carlton hotel. It is relevant to note here that Indonesia was one of the prime markets for the business phone maker in East Asia before its spectacular downfall due to competition from Apple iPhone and other Android O.S run smart phones. The handsets are expected to be available in the Indonesian markets starting 15th May.

The USP of these touch phones is their extreme affordability. The Canadian smart phone maker and messaging platform provider has been able to achieve the cost effectiveness in its manufacturing by leveraging the services of FIH Mobile Ltd based on Taiwan. Its unit, the Foxconn Technology Group has gained worldwide renown as the makers of Apple iPhones and Tablets.

Analysts are of the opinion that BlackBerry Ltd (NASDAQ:BBRY) has bet the future of its smart phone business on this budget phone which is priced at less than $200. In the event of the model succeeding in the market place, Canadian firm is likely to remain invested in the handset business, failing which; it is expected to revisit its future plans on continuing its tie up with the Taiwanese equipment manufacturer.

It is important to note that Z3 is the first smart phone model being launched by BlackBerry Ltd (NASDAQ:BBRY) under the helmsman ship of its Executive Chairman of the Board, Interim Chief Executive Officer John S. Chen. He has been quoted to have indicated at today’s launch event that, “If the market doesn’t receive this product well, then we definitely have some negative issues to deal with.”



About Lynn Eisler

Lynn Eisler is a national news reporter focusing on economic issues, data analysis and the financial health of state and local governments. Lynn has been honored with the H.L. Mencken Award for Investigative Reporting, the Champion of Justice Award for reporting on the drug war, and the John Hancock Award for business reporting. Lynn was also a Knight Medical School Fellow at the University of Michigan.

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