How BlackBerry Ltd (BBRY) Transformed By Focusing On B2B From B2C?

BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) might have lost a significant market share in the smartphone market. However, the company has transformed itself into a business to business company from business to consumers in the last one and half years.


Last week, BlackBerry Ltd (NASDAQ:BBRY)’s senior VP for marketing, Mark Wilson, and Gyro’s CEO and Chief Creative Officer, Christoph Becker, made a joint presentation at BMA15. The presentation was a case study about the challenges both have to encounter and the rebranding effort since last year. The company was nearly written-off when the re-branding effort took off.

Wilson said that since the company was on a losing streak with its focus on business to consumer, and it was not a sustainable strategy. Therefore, there was a need to shift the focus dramatically in the last one and half years. The SVP said that along with Gyro, the company was able to regain B2B market in the smartphone that it once dominated. It was possible through a sustained campaign around the BlackBerry Passport launch. The model’s sole target was business professionals.

First Week Of Launch

BlackBerry Ltd (NASDAQ:BBRY)’s Wilson said that its campaign yielded favorable results in the first week of the launch by selling more than 200,000 devices. The campaign video illustrated the competitive smartphones as toys and not a serious business tool. Its campaign, ‘Work Wide,’ captured the attention of the serious business tools with security offering, connectivity through the Internet of Things and mobility.

In an interview to the Advertising Age, Wilson said that its turnaround plan revolved around a two-year period and reached the current position in about a year. As far as the measurement of the turnaround, he said it was about margins and revenue. In the last two quarters, BlackBerry Ltd (NASDAQ:BBRY) could earn profit compared to suffering of losses in the preceding year period. He cited Net Promoter Score (NPS) as another way of measuring. Accordingly, Passport enjoys the highest NPS in the company’s history. That meant a good ranking for the brand.

New Leadership

The smartphone inventor’s SVP said that the management changes following the entry of John Chen as its CEO has made the turnaround a successful one. He said that everything happened in a matter few months. Becker intervened to say that there were also fun and trust that played a big part in turning around.

BlackBerry Ltd (NASDAQ:BBRY)’s SVP said that apart from what the company is doing in respect of IoT, software and services, it would continue to focus on security, as well as, privacy issues. Becker said that its primary job was to regain the lost pride for the smartphone inventor. Wilson said that it would go after the verticals of financial services, health care and professional services with more executions.

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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