BlackBerry Ltd (NASDAQ:BBRY) is indeed coming back and claiming its share of the enterprise market, not only with corporate strategies such as launching of new device models and enterprise services, but, of all things, with sheer luck. That exactly what transpired when one of its longtime high profile customers, no less than U.S. President Barack Obama, was seen by the media holding up his BlackBerry. A Bloomberg report, citing a tweet from a New York Times reporter, relates that Obama was already on board the Marine One helicopter when he got off to go back to the White House. It was told that the President was holding his BlackBerry when he came back from the official residence, telling reporters he forgot about it.
BlackBerry Ltd (NASDAQ:BBRY) is known as the device of choice for governments and business entities, so the fact that Obama is using a BlackBerry phone comes as no surprise. Bloomberg reports that apart from Obama, other state leaders reportedly seen using BlackBerry include include Angela Merkel of Germany and David Cameron of the United Kingdom. For its part, the White House in March this year announced through former spokesman Jay Carney that it will not participate in pilot programs with phones running the Android operating system of Google. One key strength of BlackBerry is its leadership in terms of security. In a CNBC commentary, BlackBerry CEO John Chen asserted the company’s relative strength ahead of others in terms of enterprise service, adding that establishment in regulated industries with very tight requirements for security rely solely on BlackBerry. Chen went on to note that BlackBerry is the only MDM (Mobile Device Management) company authorized by the U.S to operate under its Department of Defense (D.O.D) network. All of the G7 governments, on the other hand, are BlackBerry Customers.
Under John Chen as its CEO, BlackBerry Ltd (NASDAQ:BBRY) have launched new products, the most popular of which is the BlackBerry Passport, a square sized smartphone with a physical keyboard. It also resembles the size of a passport, hence, its official model name. The keyboard smartphone specifically targets corporate users, as the company is working on restructuring its relationship with the enterprise market as its core customer base. The Passport phone boasts of a 30 hour battery life and a 13 megapixel main camera. Also introduced in the company’s comeback is its own cross platform, cross device data syncing app called BlackBerry Blend. There is also the BlackBerry Assistant, a voice command app comparable to Apple’s Siri. Another model, the BlackBerry Classic is set to be released by the company in December this year.
This article has been written by Nonito Guntan.