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BlackBerry Z3: last chance for ailing smartphone maker?

  • BlackBerry Z3
  • BlackBerry Z3

By Reuters

Posted on 13 May 2014 at 08:20

BlackBerry has launched the Z3, a low-cost smartphone for emerging markets, as it looks to revive struggling sales.

The handset, unveiled at a glitzy launch event in the Indonesian capital, is the first in a line of devices being made with FIH Mobile, a unit of Foxconn, best known for assembling gadgets like iPhones and iPads for Apple.

If the market doesn't receive this product well, then we definitely have some negative issues to deal with

The success of the 5in handset retailing for less than $200 could well decide the outcome of both BlackBerry's tie-up with the contract manufacturing giant and its own future in smartphones. The Z3 Jakarta Edition will hit store shelves on 15 May.

"If this device allows them to grow again, even if it's just small, steady growth, that's a success in itself. That says there is still room for BlackBerry in Indonesia," said Ryan Lai, market analyst at consultancy IDC.

The Z3 is the first phone to be launched by BlackBerry since new CEO John Chen took the helm late last year. It's initially being launched in Indonesia, but will be gradually introduced in other markets as well.

BlackBerry Z3

BlackBerry hopes that the device and others to follow will help it claw back some of the collapse in its market share, ceded to Apple's iPhone and Samsung's line of Galaxy devices powered by Google's Android operating system.

"If the market doesn't receive this product well, then we definitely have some negative issues to deal with," Chen said at the launch at Jakarta's Ritz-Carlton hotel.

From 40% to 4%

Just two years ago, the Canadian firm had a 40% share of the Indonesian market, shipping more than 600,000 handsets per quarter in a country once known as "BlackBerry Nation".

But the launch of the premium, high-priced BlackBerry 10 last year failed to attract buyers in a country where nearly 40% of the population live on about $2 a day. The company's market share has slumped to only 4%, with shipments of around 100,000 devices per quarter, according to IDC.

Indonesia is now dominated by Samsung, which sells about one of every three smartphones in Southeast Asia's largest economy.

Chen hopes that the Z3 and other devices to follow spark a change in the company's fortunes. The Z3 is being launched at a price point below $200 to address one of the big turnoffs for consumers in emerging markets - BlackBerry 10 devices being too pricey.

"From conception to delivery, the BlackBerry Z3 Jakarta Edition was designed specifically with out Indonesian customers in mind," Chen said in a statement. The device will allow users to type in Bahasa and come with a special set of BlackBerry Messenger, or BBM Stickers featuring local characters.

Later this year, BlackBerry will launch a new, non-touchscreen device dubbed the BlackBerry Classic in partnership with Foxconn. The handset will see a return of the command keys that include 'Menu,' 'Back,' 'Send' and 'End' buttons, along with a trackpad. BlackBerry hopes the move will address the concerns of those users who found their new devices hard to navigate.

For Foxconn, the tie-up fits with plans to set up a manufacturing plant in Indonesia to build smartphones and other electronic devices. The Taiwanese company's ambitions have been on hold for years due to drawn-out talks over tax breaks, property and import restrictions.

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