BlackBerry Ltd (BBRY) Working on New Models and Image Makeover

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BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) CEO, John Chen, said that the company is in the process of launching four new devices in the current year. The CEO has also called for an image makeover from being termed as troubled firm. Chen also wanted to retain the local tech talent in Canada rather than being pushed to the United States. His comments assumed significance as he has been stressing that the company should be known as a software company.

New Models

BlackBerry Ltd (NASDAQ:BBRY)’s CEO comments came in the wake of the company unveiling two models, Passport and Classic, last year and did reasonably well in the market. In fact, the models improved its fortunes though modestly. Chen said that it has already launched a model, BlackBerry Leap, as part of launching four models in the current year. Leap is available only in select world markets.

The next in line is a torch-like slider that the company displayed briefly early in the current year. It would have a touch-screen display besides a full QWERTY keyboard through a slider form factor. This would be followed by a modified type of Passport apart from the Porsche Design that was aimed at the high-end users.

Image Makeover

BlackBerry Ltd (NASDAQ:BBRY)’s CEO said that the company should look for an image makeover from being called as a beleaguered company. He cited that its finances stabilized after he assumed one and half years ago. He sought help in this respect from a crowd numbering about 400 people in Kitchener.

Chen said that it was not long ago that the company was deep in waters. It came out of the financial troubles though it was yet to establish growth. Though its sales witnessed a fall in the fourth quarter, he said that the company surprised the Street with a profit of $28 million. It was no longer suffering a loss.

Local Talent

BlackBerry Ltd (NASDAQ:BBRY) CEO also said that an environment would be built to ensure that the local tech talent is tapped. He said that he was aware that tech people were migrating to the United States.

Chen also said that he expects better days for the company, especially in the area of security and privacy. He added that its goal was to find people communicate and then make them more secured. He said that the company would assemble the most secured communication channel.

Viraj Shah

Viraj Shah has completed M.Com (Finance) and is currently pursuing his CFP. He tracks US markets along with other global markets like India very closely. He is very passionate about stocks, real estate, and technology. He also believes that money can always be made in the market.

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  • Pjews

    What BlackBerry need to do is to get their persibtion and knowledge of the company out in the open. To do that they must start to do some real serious advertising. A suggI have is to a collaboration with a major sponsor of a golf tournament eg; The Canadian Open. That’s just my five cent note to BlackBerry for whatever it is worth.

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