The brand-new BlackBerry Priv has been launched on the AT&T Mobility network. The next question is: Will it succeed in the smartphone marketplace against the Apple iPhone and Android competitors? Let’s take a closer look at the Priv, at BlackBerry and at what they will look like going forward if this new device is successful.
Once upon a time, BlackBerry was the leader of the smartphone sector. That was before both Apple iPhone and Google Android stepped in and changed everything a few years ago. At first, BlackBerry’s arrogant attitude didn’t see iPhone and Android as a threat, even though I, and many others, warned them time and time again.
BlackBerry thought it was invincible
By the time BlackBerry understood what was happening, it was too late. It could not stop the loss momentum, which consumed the company. Every new idea and product that it has since launched, failed.
Two years ago it brought in John Chen as CEO to shake things up and help BlackBerry recover. He has introduced several new ideas since his arrival, however, they too have all flopped.
Will Priv succeed?
So, will Priv be successful? The answer is, that it is quite possible this could be the device that could make the difference. In fact, this partnership with Android should have happened years ago.
The reason is two-fold. One, this is a Google Android device and users will have access to all the Android apps, giving  it the potential to be as successful as any other Android phone. This was always a weakness with BlackBerry before … not enough apps to attract users.
The second reason is that BlackBerry is quite possibly the most secure device on the market. That’s a big plus, especially as we are moving toward a time filled with more data loss. We are looking for solutions, and BlackBerry could be one.
Security is the BlackBerry ace in the hole
BlackBerry still is known as the security device. While many users don’t think they need this kind of security, every business and government customer understands the threat and the challenge. That’s a great place to start. The real question, however, is: Can BlackBerry be successful?
If it can market and advertise this strength to the marketplace and stir things up, then perhaps it can start a new growth curve. Let’s hope. I have heard very little from the company in recent years.
Security continues to be a growing concern in the headlines on a regular basis – good news for BlackBerry. It could indeed make a dent in the marketplace and grow from there.
However, we have to wait and see what happens and hope for the best.
What if Priv fails?
If Priv fails, what will BlackBerry look like going forward? Chen has been building the BlackBerry software business just in case. What most people don’t understand yet is that BlackBerry could have a future as a software enhancement to other smartphones from other makers, possibly giving other smartphones the ability to be as secure as BlackBerry. Again, as the security problem continues to get worse all the time, perhaps this is an area that BlackBerry can grow.
Why not both?
Perhaps if the Priv is successful, it will launch a number of followup devices with the beloved BlackBerry keyboard and security. If so, this could be the start of a BlackBerry renewal.
Perhaps BlackBerry could do both at the same time; offer their own devices and offer their software to competitor’s devices.
BlackBerry is like Qualcomm
Qualcomm made that choice years ago. Originally in the handset business, it changed and became a software company inside of many competing smartphones. The company changed itself from a handset company to a software company very rapidly.
So the future for BlackBerry is not as bleak and dire as many have written about. There are possibilities. There is a definite chance if it makes the right moves now, but will have to improve and expand its outreach with the analyst and media community if it is to stand a chance.
If BlackBerry is going to make Priv successful, it must do it now. Changes must be made to the way the company interacts and works with the analyst and media community. If BlackBerry stands a chance to be successful, now is the right time to make the right moves. If so, then maybe, just maybe, BlackBerry will rise once again. Good luck John Chen.
