CEO says focus on niches and safety will save BlackBerry - EXAME.com

John Chen | 02/13/2014 15:42

John Chen, chief executive of BlackBerry, is betting that focus on niches and enhanced security can help smartphone maker to turn it up

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class=”author-source-follow Saulo Pereira Guimarães, the

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Reuters

John Chen, CEO of BlackBerry “.?’s not just volume What about Porsche”

São Paulo – The chief executive of BlackBerry John Chen bet that focus on niches can help the company out of crisis. The executive signaled that must adopt the strategy in an interview to be published in the March issue of Forbes magazine.

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“.?’s not just volume What about Porsche What about the Lamborghini,” said Chen -. citing automakers focused on the segment of luxury cars

The idea would be to focus the BlackBerry in the enterprise market -. formed by governments, financial markets, health services and other entities

Another asset of

manufacturer smartphones that the government intends to use is linked to security image. “After that Angela Merkel was hacked, she moved straight to the BlackBerry,” said Chen.

is not the first time that the president of a technology company in crisis Porsche uses as a reference. But to reach the level of the German car manufacturer, the BlackBerry has a long road ahead.

Under command of Chen since November, the company ended the third quarter with a loss of 4.4 billion dollars. In 2013, its market share was only 1.9%, according to IDC.

order to rescue the company, Chen announced the return of the BlackBerry smartphone with physical keyboard – among other measures. “There are CEOs of large companies that do not drop out because their BlackBerrys keyboards. They do not care about apps,” Chen said in an interview with Forbes.

BlackBerry once among the largest manufacturers of smartphones in the world – but felt the impact of the emergence of devices like the iPhone. In 2013, the company was close to being sold.

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