The troubled technology giant cannot compete with larger manufacturers and so must look at how to get more budget smartphones into the market, Heins says.
In an exclusive interview, Heins tells the Telegraph, “We don’t have the economy of scale to compete against the guys who crank out 60 handsets a year. We have to differentiate and have a focused platform. To deliver BB10 we may need to look at licensing it to someone who can do this at a way better cost proposition than I can do it. There’s different options we could do that we’re currently uinvestigating.”
That raises the prospect of a BlackBerry phone that is made by, say, Samsung or Sony. “You could think about us building a reference system, and then basically licensing that reference design, have others build the hardware around it – either it’s a BlackBerry or it’s something else being built on the BlackBerry platform. We’re investigating this and it’s way too early to get into any details. We have to also model this from a finance perspective – that’s why we’re working with the financial advisers to see if we do this where would it take the company. Either we do it ourselves or we do it with a partner. But we will not abandon the subscriber base.”
Heins also claims that Blackberry is “not in a trough”, and says that “If you look at the platform it’s still growing, if you look at the devices we’ve got a single phone that’s sold 45million units.”
Research in Motion, BlackBerry’s parent company, once traded shares at over $140; now they are at $7.25.