BlackBerry success in the consumer market was thanks to good “Light Edition” devices.
It’s always good to have good flagship device like the KEY2 or any other BlackBerry with high specs in the market, but to sell more, any vendor needs to create smartphone that appeal to the majority of users in the world. And don’t be mistaken, the majority of users are using low end or mid-tier devices.
For BlackBerry Mobile (and again to any vendor) it’s hard to sell $600 and above devices, so the growth must be in products that are less than $450 per device. The new KEY2 LE is good entry point into this category for BlackBerry Mobile. The KEY3 must have KEY3 LE and every future device will need to have a light edition presented next to it.
While users will want to have the flagship device, they can easily afford a mid-tier device. In times when most smartphone users don’t keep their phones for more than a few years, many users find that there is no reason to buy $600 device.
One more reason why mid-tier category is good for BlackBerry Mobile is that while many users today are buying Samsung or Chinese brand phones, the affordable LE device works as a “welcome and get to know me” device. If users buy the “cheap” version and you enjoy it, the next time they will be more willing buy the flagship device. That means that today’s KEY2 LE users can be KEY3 buyers.
Users who buy the flagship devices will try to always buy only flagships, and that is good, very good, for phone manufacturers. But cheaper phones can account for more units sold.
The colors options for many users is one more point to say “YES” to because there are users who want more design variants, Remember the Passport and how many colors it had ?
This is my opinion and there will probably some of you will not agree with me. It’s OK, but let us know why in comments or in the forum.