BlackBerry wants to work on Android phones
The company's messaging system will be pre-loaded on devices from other manufacturers, according to reports.
BlackBerry's (BBRY) new strategy includes a venture with numerous Android smartphone manufacturers.
Instead of trying to sell its most popular features to consumers through the sale of BB10-specific handsets, the company will soon pre-load its messaging application on other manufacturers' products.
According to AllThingsD, this key feature from BlackBerry's ill-fated OS will soon appear on Android phones from Micromax, Celkon, Zen, Mito and Nexian, among others.
Investors may not recognize those manufacturers. They may also wonder why Samsung, the world's largest producer of Android smartphones, is not on the list.
A deal with Samsung could come in time, especially if BlackBerry intends to take another stab at the United States smartphone market.
For now, BlackBerry wants to focus on the emerging markets that still appreciate the brand. Micromax may not be a notable name in the United States or Europe, but it is a prominent player in India, where the company is located.
BlackBerry hopes that its new Android phone agreements will allow the company to improve its position in India, Africa, Indonesia, Latin America and the Middle East. It is not yet known how BlackBerry will adjust its OS to make it cross-compatible with Android, or how manufacturers may have to adjust their smartphones to accommodate BB10.
The success of this venture could rest heavily on BlackBerry's ability to market BlackBerry Messenger. Thus far, the company has failed in its attempt to persuade Android users to switch to BB10. To do so, consumers would have had to purchase an entirely new phone and leave behind all of the apps and special features they have grown to love from Android.
With the new Android/BBM smartphones, users will have a greater number of options. They will not have to specifically choose a BlackBerry handset to utilize one of the device's leading features. This could be critical to BlackBerry's future.
Disclosure: At the time of this writing, Louis Bedigian had no position in the equities mentioned in this report.
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