I don't understand BB's strategy .. can someone enlighten me?

I saw the news that the Classic is being cancelled. Classic was my very first BB phone and I love it like no other phone before it. But I don't understand why they cancel the classic instead of just updating it

Why keep soaking money into coming up with new phone designs and announcing change after change?

Why don't they simply make a physical keyboard phone (like the classic) available with either BB10 or Android ... a candybar phone (Z10) available with either BB10 or Android ... and a hybrid phone (Priv) available with either BB10 or Android ...

.. and then stop changing it. Take the money spent on designing new phones and use it to lower the prices across the board - and then every year update the hardware in each of the three phones .. so you have a 2016, a 2017 model .. etc ?

I mean - wouldn't the confidence that your app will work on all future phones (because screen size, features, etc don't change) instill a sense of confidence in the brand?

hi

Posted via CB10

Hardware isn't making money for BlackBerry and it's a two year old phone at this point. In many ways, the company is going back to their roots and transitioning back to a software company.

BlackBerry isn't like Samsung or Apple where they can either design the hardware they need internally, or buy at enough of a scale to considerably lower the price of the components. Smartphones are commodity devices just like PC's or most other consumer products. The overall trend is a race to the bottom in pricing which puts even more pressure on hardware to either generate a profit or to be supported by a much stronger division.

Posted via CB10