BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) used to be the smartphone market leader and was the life and soul of the bankers for whom the security matters the most which no rival could provide. Bankers are facing a dilemma whether or not to extend their partnerships with BlackBerry as they face with the need to shift to the latest version of the enterprise software from the Canadian firm, reports Gulfnews.

Nick Russell, principal adviser in KPMG’s CIO Advisory team says, “If BlackBerry doesn’t stop the dripping away of business, it will become a [relic of a] forgotten era.”

Offering free upgrade to woo corporates

Most of the major financial services providers gave a lot of importance to BlackBerry devices as they considered those to be the safest and most reliable, but since the company is not doing well since long, the faith of the bankers seems to fade away, and it’s a challenge for BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) to sustain it. Therefore, to retain the clients BlackBerry is offering free upgrades.

As part of its “EZ Pass” offer, BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) is offering the upgrade to the corporate customers for free until next year. This happened soon after the corporate customers started raising queries to mobile operators regarding other options available in market. The service will soon become paid as Blackberry has plans of charging for the same, but before that happens they need to be confident that customers are willing to pay for it.

High hopes from BES 12

Apart from new flagship devices like the Passport and Classic, the company has high hopes attached to the BES 12 software, and the turnaround CEO John Chen believes that it will help in turning the company’s fortunes. He believes that the company will soon turn profitable. The upgrade to BES 12 is an attempt by the company to return to its business roots as the last attempt made by BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) was not so successful and it could not gain back its share from the rivals like Apple, who are dominating the market at present.

A CCS Insight analyst, Nick McQuire, too believes that the said software is crucial for the company’s future as the company has shifted its focus from devices to software.

5 COMMENTS

  1. The problem is that mobile iron and good technology are fare behind what BlackBerry is offering. Lastly for a company of 10 000+ employees good technology charges over $30 per month where BlackBerry only charges you up to a maximum of $100 a year for ios android and windows phones. The cheapest plan is only $25 per year.
    And lastly all banks and consulting companies start regretting there choice : form what I hear BlackBerry has Ben fare more reliable than good technology and mobile iron are

  2. “The upgrade to BES 12 is an attempt by the company to return to its business roots as the last attempt made by BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) was not so successful and it could not gain back its share from the rivals like Apple, who are dominating the market at present.”

    I think the author is misunderstanding what BES12 is.

  3. Yeah, especially when the entire Market is bleeding RED. Look at AAPL, BABA, TWTR, FB…all RED, must be shorts also.

  4. ……….they need to be confident that customers are willing to pay for it.
    many analysts say this but I think it is nonsense. Its not like someone give you a phone and told to pay later if you like it.
    It is more complicated to dump a system / migrate to other system.
    Enterprises that upgraded to BES12 will most likely pay for it unless Blackberry reaaaaaallllyyyyyyy screw it up.

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