BlackBerry Won’t Go For the Low End

BlackBerry Z10 10

BlackBerry’s CEO Thorsten Heins today asserted that his company won’t pursue the ultra low-end of smartphones and devices.

“Understand where you are playing and resist being talked into segments that you know will not serve your purpose and will not result in shareholder value,” Chief Executive Officer Thorsten Heins said in a question-and-answer session at a conference in BlackBerry’s hometown of Waterloo, Ontario. “You will not see us getting into the 50-, 60-buck phone segment. This is not BlackBerry.”

Those are some fairly intelligent words: it seems obvious that he doesn’t want BB10 to become just another cheap phone OS, and that he also likely wants to keep profits high on handsets sold. While BlackBerry’s financials and market position are both still precarious, it seems as if the company could be on the verge of making a comeback.


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