Watching BlackBerry Ltd (NASDAQ:BBRY) struggle is extremely painful. After all, it was not that long ago that the company was on the top of the smartphone market. At the time, it appeared that there was nothing stopping this giant from taking over the world. Sure, there was competition, and other companies lurking, such as Microsoft Corporation (NASDAQ:MSFT), but everybody wanted one of these devices.
This has prompted many changes at the company, as well as a recent press release entitled: BlackBerry Board of Directors Announces Exploration of Strategic Alternatives
In other words, BlackBerry realizes a major change is necessary if the company is going to get back on solid ground.
Is BlackBerry Ltd (NASDAQ:BBRY)’s Fall a Gain for others?
BlackBerry and Microsoft Corporation (NASDAQ:MSFT) have been fighting it out for third place in the smartphone market. Neither company has what it takes to overthrow iOS or Android at the top, but grabbing ahold of third place is nothing to be ashamed of.
BlackBerry Ltd (NASDAQ:BBRY) can see the writing on the wall. Here is a brief excerpt from the company’s recent press release:
“BlackBerry Limited, a world leader in the mobile communications market, today announced that the Company’s Board of Directors has formed a Special Committee to explore strategic alternatives to enhance value and increase scale in order to accelerate BlackBerry 10 deployment. These alternatives could include, among others, possible joint ventures, strategic partnerships or alliances, a sale of the Company or other possible transactions.”
As you can see, the company wants to push BlackBerry 10 as hard as possible. This is thought to be the savior, and there is no better time than now to push forward.
Those sitting on the Special Committee of the Board include CEO Thorsten Heins, Barbara Stymiest, Richard Lynch, and Bert Nordberg. The committed is chaired by Timothy Dattels.
A time of desperation for BlackBerry Ltd (NASDAQ:BBRY) could mean big things for Microsoft Corporation (NASDAQ:MSFT). This may be the crack the company needs to slide in and grab onto third place in the smartphone market, once and for all.
Let us know your thoughts on BlackBerry’s latest marketing video, below: