The cellphone market has been mainly dominated by two types of phone, Samsung and Apple. With this being said, Blackberry is trying even harder to regain momentum in the market. They recently launched their new Blackberry 10 operating system earlier this year known as Research in Motion Ltd. which now does business as Blackberry.
Since BlackBerry has to compete with Samsung and Apple which have been known for having full touch screen phones, Blackberry was forced to come out with a new style phone. They launched their first smartphone running on their new OS which is a full-touch screen Blackberry Z10. Blackberry did not forget about their loyal customers that like the keyboard on the phone so to retain these long time customers with them they decided to make a second phone know as the Blackberry Q10.
According to an interview given to Blackberry Chief Marketing Officer, Frank Boulben, he mentioned that two trends emerged much more rapidly than they had anticipated. Especially the move of the touch screen phones pretty much all over the wold. Coming to these complications, they knew that Blackberry has another option. They can either become a licensee of the Android or Windows mobile operation system, or they can build a new operation system. To make sure that they are able to attract the best customers you have the option of buying a entry level priced phone, a medium level and higher version. Where they attract the customers is here, they show their customers that you can buy any of the three options but they all still run in the same operating system, so they make it easier for the customer to choose the perfect phone. Since China is the biggest smartphones market, it is leading Blackberry to invest more money in that country.
I believe the cell phone market is a tough market to remain in especially when you were such a competitive business. Blackberry is doing a good job in keeping up with all the different changes and staying up to date with the new systems. Now if they can they can maybe one day be in the top positions like Android and Apple they will be more known and better appreciated for their new products.