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Blackberry Tries to Recover Market Share by Launching a Low-budget Smartphone in Indonesia

Initially announced at the Mobile World Conference in Barcelona, BlackBerry launched its Z3 touchscreen edition sma...

Blackberry Tries to Recover Market Share by Launching a Low-budget Smartphone in Indonesia

Initially announced at the Mobile World Conference in Barcelona, BlackBerry launched its Z3 touchscreen edition smartphone in Jakarta today. Coming at a low price, Blackberry wishes to bring its smartphone sales back to life in the Indonesian market. Retailing for less than $200, the BlackBerry Z3 will determine the future of smartphones for the company.

 

The Z3 is the first smartphone BlackBerry launched since John Chen, the company's new executive, took the company over in late 2013. The Z3 is also the first device made by FIH Mobile Ltd., a Foxconn Technology Group section, which is renowned for assembling devices like Apple's iPads or iPhones.

 

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Ryan Lai, a market analyst at IDC, believes that BlackBerry will renew its smartphone presence in the Indonesian market, saying, "If this device allows them to grow again, even if it's just small, steady growth, that's a success in itself. That says there is still room for BlackBerry in Indonesia."

 

As the smartphone market is being dominated by Samsung Electronics' Galaxy handsets, the Canadian mobile manufacturer maintains high hopes that its Z3 edition will repair the market share slump. At the smartphone's launch event, Chen said, "If the market doesn't receive this product well, then we definitely have some negative issues to deal with."

 

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Two years ago, BlackBerry held 40% share of the Indonesian market, selling more than 600,000 devices each quarter. Last year, however, BlackBerry's market share plummeted to just 4%, selling only 100,000 smartphones per quarter.

 

BlackBerry's CEO states, "From conception to delivery, the BlackBerry Z3 Jakarta Edition was designed specifically with our Indonesian customers in mind." The smartphone will be available from May 15, in the Indonesian capital, but soon in other markets as well.

 

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