Global research market, TNS, posited in 2013 that 25 percent of about 116 million mobile subscribers then used smartphones.
Blackberry’s principal strategy to capture the market is the introduction of its latest smartphone: the Blackberry Z3 which embodies a quality product with a competitive price; the new trend engulfing smartphone market.
“We’re putting lots of strategies in place to bounce back to growth and profitability by 2016. For now, we are focusing more on
“The Nigerian market is one of the strategic markets for Blackberry and hopefully, we look onto
The smartphone market, particularly in
To ensure this strategy works, Blackberry has decided to target the lower segment of the market with the Z3, while phasing out the Z10 – one of its weakest models in terms of sales volumes.
“Z10 is at the end of its life. In the next few months, you may not actually get to see Z10 in the market again because it is reaching its end of life. We thought that by introducing Z3, it will create potential danger to the Z10 market and that is why we decided that Z3 which offers almost the same experience with Z10 be introduced to replace Z10 in the market. It is also part of our strategy to focus more on the lower segment of the market in terms of pricing.”
The Z3 will run on the new generation Blackberry 10 platform and is expected to retail through authorized partners at the recommended price point of N39,000 (
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