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Can BlackBerry Ltd (BBRY)’s ‘Classic’ Phone Penetrate Into The Smartphone Market?

BlackBerry Ltd (NASDAQ:BBRY) launched its newest smartphone ‘Classic’ on Wednesday in three different places New York, Frankfurt and Singapore. In September, BlackBerry Ltd (NASDAQ:BBRY) launched its much hyped ‘Passport’ phone, which had mixed reactions from analysts, but the CEO John Chen was happy with the sales of ‘Passport’. Will the new ‘Classic’ smartphone match ‘Passport’ sales or surpass it and compete against the likes of Apple Inc. (NASDAQ:AAPL) and Samsung Electronics? Frost & Sullivan ICT Analyst, Lawrence Lundy talked to Bloomberg’s Mark Barton and Anna Edwards on Bloomberg TV about the new ‘Classic’ smartphone.

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With every new smartphone launch by any phone maker, the question these days is that, can it compete against Apple Inc. (NASDAQ:AAPL)’s iPhone 6? Lundy feels that BlackBerry Ltd (NASDAQ:BBRY)’s ‘Classic’ cannot compete with iPhone 6. He pointed at the global market share of BlackBerry Ltd (NASDAQ:BBRY), which is just 0.7% and he said that people in UK are very fond of BlackBerry phones, but even in UK he feels that this new phone might not change anything.

Lundy feels that BlackBerry Ltd (NASDAQ:BBRY) is losing its grip on the enterprise solutions, where bring your own device to work is the current trend.

“BlackBerry had a good footing at it for a long time. They had the whole end to end. They had the server, all the security and then the end device. But now when you bring in your device, people really want their own phone and there is no real need for BlackBerry device. So, that kind of loosens their grip on the rest of the enterprise, So I would be surprise if they continue to dominate the enterprise like they used to,” Lundy said.

Barton questioned about the rumored acquisition of BlackBerry Ltd (NASDAQ:BBRY) by Huawei. Lundy feels that Huawei has a lot of cash with them and BlackBerry Ltd (NASDAQ:BBRY) has a brand with them. So he thinks that if the merger happens it will be a good one.

Disclosure: None

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