CEO John Chen說BlackBerry將以實體鍵盤繼續發展

智慧型手機製造商BlackBerry曾經稱霸，是全世界都渴望擁有像CEO、律師等一樣的手機。但在Apple跟Samsung引進對用戶更加友善的技術、贏得各地消費者的心之後，如今BlackBerry幾乎沒有生存的機會。

這間前身名為Research In Motion的公司似乎是在消費市場請了一段長假，專注於商務和軟體，但其實BlackBerry還保有一定的戰鬥力。CEO John Chen在CES 2014中說接下來的18個月，雖然該公司將持續專注於商務業務，但他仍計劃留在智慧型手機消費市場的競賽中。
在發布僅銷售200萬台新智慧型手機跟40億美元的驚人損失後，Chen說BlackBerry若要達到收支平衡，需要每個季度銷售成長五倍。

根據CNET報導，BlackBerry今年將推出兩種新手機，其中一種將由Apple的合作夥伴富士康生產，以比200美元的還低的價格努力爭取在新興市場的市占率，同時也以更高端的設備跟Apple和Samsung競爭。Chen預計公司將於2014年－2015年重新獲利。

對於BlackBerry愛好者而言，Chen保證該公司最有名的實體鍵盤是不會消失的。事實上，根據Bloomberg Businessweek的報告，BlackBerry將繼續全力投入於實體鍵盤手機。
該公司似乎不希望任何人進入這個市場。他對American Idol主持人Ryan Seacrest所創立的一間公司提起訴訟，因為其中一種針對iPhone設計的鍵盤，幾乎是完全模仿BlackBerry的鍵盤。

Smartphone manufacturer BlackBerry used to rule the roost as the world aspired to have the same phones that chief executives and bigwig attorneys were tapping away on. But BlackBerry had little chance to survive when the likes of Apple and Samsung introduced more advanced, user-friendly technology that has since won consumers the world over.
It seemed that the company formerly known as Research In Motion was going to take a long-term leave from the consumer market, focusing on business and software, but BlackBerry apparently still has some fight left in it. CEO John Chen said at CES 2014 this week that while the company was going to “focus on its enterprise business for the next 18 months,” it was still planning to keep in the consumer smartphone race as well.
After posting as astounding $4 billion loss and only selling two million of its new smartphones, Chen said BlackBerry needs to sell five times that per quarter in order for the company to break even.
According to CNET, BlackBerry will have two new phones out this year, one manufactured by Apple partner Foxconn priced at lower than $200 in an effort to gain market share in emerging markets, as well as a higher-end device to compete with the best Apple and Samsung have to offer. Chen expects that the company will be moving back to profitability in 2015-16.
For BlackBerry lovers, Chen reassured that the keyboard phones the company is famous for aren’t going away. In fact, according to Bloomberg Businessweek, BlackBerry will “predominantly” put its efforts into making keyboard phones.
The company seemingly doesn’t want anybody else getting into that market, either.It filed a lawsuit recently against a startup funded in part by American Idol host Ryan Seacrest for the company’s “Typo" product—a slip-on keypad for iPhone that almost perfectly mimics that of a BlackBerry keyboard..

摘譯自BrandChannel: