BlackBerry may soon face returning to its roots. Though, newly appointed BlackBerry director Bert Nordberg, who was once CEO of Sony Ericsson, said the company could survive as a ‘niche’ player.
“But being a niche company means deciding to be a niche company. Historically, BlackBerry has had larger ambitions. But battling giants like Apple, Google and Samsung is tough,” said Nordberg in an interview with Wall Street Journal.
Nordberg is part of the board tasked with coming up with strategies that would allow BlackBerry to survive. According to Nordberg there are “subsets within the company that it can get rid of.”
BlackBerry is currently seeking council with JP Morgan on strategic partnerships, privatization, or outright sale. If Nordberg is right about BlackBerry, we may see it become only a services company with a strong emphasis on enterprise.
“BlackBerry is strong on the enterprise business, its products are NSA-proof in the sense that you can’t intercept their communication, its handsets’ keyboards have many fans around the globe, and the company has a leading worldwide data network,” added Nordberg.