After more than a decade of business in the mobile phone industry, Blackberry announced that its no longer going to design its own smartphones.^[1] Its inability to compete with the large market players in the industry such as Apple and Samsung, had pushed it into massive losses, consequently coaxing it to take this decision.

Can Blackberry still take off from where it has landed?

Definitely Yes!

It is no hidden secret that one of the most salient features of every Blackberry software is security. Sticking to what it does best, the company launched Blackberry Radar. Built on the firm’s cloud-based Internet of Things (IoT) software platform, Blackberry Radar is an innovative ‘Smart Trailer’ software and hardware solution. ^[2]

Existing tracking solutions, used by Freight transportation companies have complex user interfaces and infrequent data updates which make it difficult to maximize asset utilization and stop theft. BlackBerry Radar solves this problem by providing timely, actionable information in a solution that is easy to deploy, use, and maintain.^[3]

Like any other new venture, Blackberry radar also comes with its own set of uncertainties and questions. The biggest of them all being- Whether it can help Blackberry reach a financial peak like that of 2010?

While Blackberry is bound to face competition from popular names like GeoTab and Cal Amp, its expertise and experience with security systems like QNX, short install time^[4] and end to end monitoring platform, can act as match winners for Radar.

Moreover, considering the floating good word about the company in the market post its deal with Caravan Transport Group^[5], Blackberry is on its way to an uphill road towards profits and greater revenue.^[6]

Another aspect that could contribute to its success would be its recall from the smartphone hardware sector. While most would consider this a bane, I’d differ by calling it a blessing in disguise.

With assurance of greater focus in the other areas of the company like security systems,the company can now divert its attention from trying to restore its position in  the smartphone industry, to innovating with its products and services and forming a brand new customer space.

Also, a shift towards a Business to Business (B2B) form of commerce from its earlier Business to Consumer (B2C) model with the smartphones shall prove to be beneficial.

Agreed it does have its cons but in the current scenario its traits like lengthier relationships with customer, ease of adaptation according to the buyer’s choice and extensive product knowledge based pitching instead of mere competitive marketing ^[7] shall help the firm to gain a less riskier and more stable position in the marketplace.

Here’s hoping that the Blackberry boys bounce back soon.