BlackBerry says it is ready to take risks to challenge in the smartphone sector, with company’s CEO coming out fighting during the BlackBerry Live Keynote.
Having fallen behind the likes of Apple and Android in the smartphone sector during recent years, BlackBerry President and CEO Thorsten Heins has stated the company is now ready to take risks in order to stay in the smartphone race and claw back ground on its rivals.
“We are taking new risks and we are definitely in the race,” Heins told a 5,000 strong crowd during the BlackBerry Live 2013 Keynote. “We will show the world that BlackBerry understands mobile better than anyone else. We live and breathe mobile.”
Expanding on his meaning of taking risks, Heins added: We are taking our creativity and innovation to whole new levels.”
Having had a tumultuous couple of years that has seen sales drop and share prices plummet, Heins was keen to oust the naysayers, claiming the company is now back on stable footing following the launch of BlackBerry 10 and the arrival of the BlackBerry Z10 and BlackBerry Q10 handsets.
“This year feels very, very different because it has been an incredible year for blackberry,” the German stated. “We have been on a journey over the past 12 months and it hasn’t been easy but we have reached solid ground with this company.”
He added: “Some people actually told me last year would be the last conference for BlackBerry. I am happy to say that they were wrong.
“In one short year we have taken this company to profitability. The most successful launch year for BlackBerry is well under way and the hard work, the innovation and the creativity in our company continues.”
Although the fighting words caused a stir amongst the BlackBerry faithful gracing the Keynote, whether such aggressive tactics can be implemented is another question.
Still hemoraging its core business base, BlackBerry, with the likes of the BlackBerry Z10, has still to come up with a device that can truly rival the likes of the market leaders such as the Samsung Galaxy S4, iPhone 5 or HTC One.
Confirming that BBM will be available on iOS and Android devices this summer for the first time, it appears that BlackBerry has buckled rather than stood its ground, but only time will tell if this move helps increase handset sales or simple improves brand recognition without generating additional income.