Is BlackBerry Ltd (BBRY)’s BES 12, John Chen’s Billion Dollar Answer?

BlackBerry Ltd (NASDAQ:BBRY) is scheduled to release its device management platform, BES 12, this week, according to a Reuters‘ article by Euan Rocha. The pertinent question ahead of the company’s release of its new product is that, is this going to be the device that saves Blackberry.

Perhaps not, but BlackBerry Ltd (NASDAQ:BBRY)’s new entrant in the technological space is very much reflective of the strategy that the company is embarking on in terms of getting out of the quick sand that it has been stuck in for almost as long as the memory serves.

Just when BlackBerry Ltd (NASDAQ:BBRY)’s past success started to seem like a dream, the drowning company managed to clutch a straw in the form of its almost a year old CEO, John Chen. With quite a few tricks up his sleeve, Chen is proving to be much more than just a straw.

He is not aiming to revive the company by gaining back the market share in an industry that it literally used to own, namely the smart phone market. He knows it is too late for that. Instead he is creating a new market for BlackBerry Ltd (NASDAQ:BBRY)’s products. In this regard BES 12 is one such great product because it drives on the success of not just one smart phone manufacturer but all of them. BES 12 is aimed to become a significant tailwind of the whole industry.

According to Rocha, BES 12 is a device management platform that helps both companies and government agencies to secure devices on their internal networks. This doesn’t include just BlackBerry Ltd (NASDAQ:BBRY) devices but also those run on Apple’s iOS, Android, and even Windows.

Ofcourse John Chen is not entirely going to give up the company’s share of the smart phone industry. It is a matter of honour. After a limited release of BlackBerry Ltd (NASDAQ:BBRY)’s Passport, the company is scheduled to release its real jewel in December, in the form of Blackberry Classic, according to Rocha.

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