BlackBerry is still focused on mobile productivity. That’s good.
The company has gone from being the dominant phone maker to a mere footnote. Its response to the iPhone was feeble. Its hardware has flopped. Yet there’s still a place for someone to zero in on helping companies and individuals to get the most business value out of mobile devices.
Blackberry could do worse than follow Microsoft’s lead here. Instead of seeing Office as a way of selling hardware and operating systems, Microsoft is now making sure anyone, using any popular device, can hook into the company’s productivity tools. This makes a Microsoft Office software licence more valuable to customers. Now Blackberry needs to switch its attention to being the tools and services company for corporate mobile users.