BlackBerry not interested in “low end” consumer business

In what appeared to be a crack at Apple, John Sims, who runs the smartphone pioneer’s global enterprise and ­messaging businesses, told The ­Australian Financial Review, of a recently signed deal, where Samsung will sell its products to a huge potential number of customers.

“It was important for them to see that we weren’t going to use the relationship to further our device business, Mr Sims said.

The device business is going to ­compete in the ­market, but the enterprise business is going to look at things from a different vantage point.”

“There is no question that Apple has some great qualities, but it is largely known as a ­consumer brand. If they want to succeed in the enterprise, then they will need to do some things differently.

“We are very open to more collaboration with different players, but there was a strong alignment between ours and Samsung’s focus on the enterprise.

We don’t share that with some of the other companies because they are focused on the consumer ­business and in some cases, the low end consumer business, which doesn’t interest us.”


I am a long time BlackBerry user and fan. Beginning with the 7520, I have recognized the value of subtle productivity enhancements in BlackBerry devices for business communication and have never since strayed. Even when the iPhone took the market by storm, I was unimpressed, because it did nothing to help my business needs. Currently enjoying my one handed dream phone, the Classic! BB10 with a toolbelt! Today I contribute to UTB whenever I feel that I can help enlighten someone on the benefits of using BlackBerry over any other platform.

  • Robert

    I see good things happening with this Samsung partnership. :)

  • nnik

    Low end consumer products with premium price tag = Apple

  • Bobert_123

    What happened to the Z3?

  • Poita316

    So what was the Z3?
    I see that as a low end BlackBerry seeing you have the Z10 / 30, Q10 and the Passport.
    But what the heck, BlackBerry has alot more to offer besides devices.

    • Blackjack

      In my opinion, the Z3 is low cost, but not “low end” :)

      Its a solid, well built BB10 device.

  • bambinoitaliano

    I believe low end means devices like Xiomi. Z3 is going to be as low as BlackBerry is going to get without compromising overall quality of it’s devices. That’s the reason the sale for both Apple and Samsung sales are declining. They can’t compete with all these Chinese made devices. Think of it as the dollar store device. Frugality and thrifty trumps everything in many parts of the world. Price will always be a big factor. Essentially BlackBerry uses the term enterprise to separate itself from the rest. Samsung, Apple and the rest are simply designer brands.

  • Anthony

    It’s quite strange to say BlackBerry isn’t interested in the “low end”. “Low end” BB10 devices could be cool. “How low can you go” locco_smiley_1

  • nt300

    Apple has Zero qualities. Mr. Sims is treating all 4 of BBRY’s divisions as separate entities. That’s a smart move for the company.
    Though, this Samsung partnership will show companies that even the competition needs BlackBerry to secure Smart Phones.
    This deal will give BB10 and BES12 MASS Exposure. That’s the key, both companies will greatly benefit from such partnership.

    Many companies going for KNOX will also look at BB10 and ask for them. It’s a great benefit for both companies.
    In the future, I can see Samsung leaving there reliance with Android and getting a BB10 licensing deal from BBRY. This partnership goes beyond the Enterprise.

    On a side note, BBRY may be targeting the Enterprise, but they are also chipping away into the consumer market. Hence the Black Friday iPhone trade up program for the Passport. They are directly targeting business and none business consumers.

    MR. Chen is a smart Man.


    I’m just not sure. The security of the BlackBerry brand is one of the major benefits of buying a BB-10 device. It is a feature that NO OTHER phone manufacturer can offer. In fact BlackBerry security is one of THE benefits offered by BlackBerry, available nowhere else and is a major marketing tool.

    I wish I felt better about extending that important and exclusive feature to other phone manufacturers. While it works to Samsung’s benefit I am hard pressed to say the same for BlackBerry.

  • jrohland

    “The enemy of my enemy is my friend”. If BlackBerry can use Samsung to do the dirty work of destroying Apple in the mobile space, by all means do it.

    BlackBerry needs to be careful about claims it can secure Samsung devices in the Enterprise space (with BES). Working with Samsung to fix problems in their KNOX system can benefit BlackBerry from a reputation protection aspect. It won’t make much difference to BlackBerry handset sales while BYOD is in fashion.

  • web99

    I do see the point of what Sims is saying. CEO John Chen was interviewed a few weeks ago and when the question of low cost phones came up, he did say that he could not source parts at a low enough cost to manufacture and then sell a phone for US $75 (in reference to Chinese manufacturer Xiomi). He basically made the point that BlackBerry cannot compete in that market.