Research in Motion, the manufacturer of struggling Blackberry, has announced that it is shifting its focus to big business and away from the consumer sector.
The announcement came as the Canadian company reported a loss in the first quarter of this year, due to a sharp drop off in sales. Research in Motion (RIM), reported a net loss of $125 million, or £78 million, in the three months leading up to 3rd March.
It is a dramatic change in fortune for the company – this time last year it reported a profit of $934 million for the first quarter.
But Blackberry had a very turbulent year last year, and few in the industry were surprised to hear the announcement today.
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Traditionally, the Blackberry had been the device of choice for business professionals who wanted to look very important with their email abilities and QWERTY keyboard.
But then along came Apple with its iPhone and Google with its Android OS, leaving BlackBerry’s OS looking a little dated and out of touch.
Businessmen started to switch to the iPhone or the likes of Samsung and HTC, leaving the Blackberry with the teenage market.
Then of course there was the catastrophic signal dropout in October last year, leaving customers around the world unable to use some of the device’s services.
So now RIM is turning back to the business sector, in the hope that it will welcome the Blackberry back with open arms.
RIM will still have a presence in the consumer market, but seems to have given up the fight with Apple and Android.
“We have new BlackBerry 7 devices scheduled to come out in the next few months to reinvigorate our position in the key entry-level smartphone segment, to support our efforts to continue growing our subscriber base by upgrading feature phone customers to smartphones,” the company said in a statement.