Blackberry was earlier targeted to just business class people and the professionals holding high position in some MNC. However, later Blackberry changed its target audience. As it wanted to reach to the mass audience, it reduced its price such that it is now available in the hands of the teens.
Blackberry’s stock had hit as low as $6.22 per share on September 24, 2012, from a peak $150 in 2008. In the U.S., its market share in the fourth quarter of 2012 had fallen to just 2 percent from a high of over 40 percent three years ago.
However, when Blackberry launched its Z10 touch screen handset, it had the first Blackberry 10 operating system that helped to recover both value and market share. The company reported that it had sold one million Blackberry Z10 handsets when it released its fourth quarter results of 2012 in March 2013. The company also reported that it had earned a profit of $94 million on revenues of $2.7 billion, its first in three quarters.
It was further reported that around 55 percent of the customers were reportedly converting from Nokia, Samsung and Apple handsets.
This is considered to be the overwhelming results for the Blackberry as it had reported a net loss of more than $500 million in the first quarter of 2012.
After this success, the company also released its Q10 smart phone in the UK, which features a traditional QWERTY keyboard. As it has got a new, big, beautiful and upgraded Blackberry Q10 QWERTY Keyboard, the die-hard Blackberry fans would love this handset. Despite the lack of advertising, reportedly, the Blackberry Q10 was sold out thousands of units per hour in the first weekend.
Additionally, Blackberry is launching its new services like the free software package BES10 Express, revamped enterprise server BlackBerry Enterprise Service 10 (BES10) and the BlackBerry Device Service that offers advanced administration services for Playbook tablets and BlackBerry 10 devices.
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