BlackBerry Looking to Grab 12% Market Share Between Rs 25,000 to Rs 40,000 Segment in India

Optiemus Infracom, which makes BlackBerry phones for the Indian market, expects the brand to capture 10-12% market share of the Rs 25,000-45,000 smartphone segment by the end of this year. Optiemus is lining up new devices across various price points for Blackberry as the brand looks to regain lost ground against rivals like Samsung, Xiaomi and others. Currently, the market share of Blackberry is negligible. As part of the same, the company has today launched two new smartphones, dubbed as BlackBerry Evolve and Evolve X in India. “We have already introduced three devices in the last two months and the pipeline for new products is robust. We expect to capture 10-12% share of the Rs 25,000-45,000 segment,” Optiemus Infracom Executive Director Hardip Singh told PTI.


BSE-listed Optiemus Infracom has a manufacturing and distribution tie-up with BlackBerry for India and neighbouring markets. BlackBerry had a similar partnership with TCL for other markets.

“The relevance of a Blackberry is much, much more today than it was ten years back because today you are doing more than just communicating, especially the youngsters, they use phones for social networking, banking, personal data, photographs,” he explained. Singh emphasised that the need to keep all this data private and secure is much more now.

He said the company has conceptualised, designed and manufactured its latest Evolve and Evolve X devices in India, keeping in mind the young audiences and the features they seek.

“These devices have features of a flagship at an affordable price and come with the security features that is synonymous with BlackBerry,” he said.

Once a dominant player in the smartphone category, BlackBerry struggled to compete against global competitors like Samsung and Apple. It, then, agreed to license its brand to handset manufacturer, TCL and Optiemus, shifting its gaze to software, security and Internet of Things.

BlackBerry has taken a number of steps, including adopting the Android platform for powering its phones in attempts to recapture its position.

India is one of the largest smartphone markets globally. Samsung and Xiaomi dominate the Indian market, while players like Vivo and Oppo also have a strong market share.

BlackBerry Senior VP and General Manager Mobility Solutions Alex Thurber said the company is engaging with consumers across social media and other platforms to emphasise the need for privacy and security of data on mobile phones.

He added that the team engaged closely with Optiemus in designing the two handsets unveiled today.

BlackBerry Evolve and BlackBerry Evolve X, will be available for sale by August-end, and mid-September, respectively. Both the new Android devices have been designed and manufactured in Optiemus’ manufacturing facility in Noida. Evolve, priced at Rs 24,990, also has a face unlock feature. The BlackBerry Evolve X comes with a Rs 34,990 tag.

Smartphones priced Rs 30,000 and above are considered as the premium category, grew by 19% in the June quarter of 2018 compared to the year-ago period, according to Counterpoint Research. OnePlus, Samsung and Apple contributed to 88% of the premium handset market in the said quarter.

While the report did not disclose the number of devices shipped, market experts estimate that quarterly smartphone shipments range between 1-1.5 million units. BlackBerry also launched the KEY2 smartphone in India at Rs 42,990.

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23 Comments on "BlackBerry Looking to Grab 12% Market Share Between Rs 25,000 to Rs 40,000 Segment in India"


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August 2, 2018 5:32 pm 5:32 PM

Which will be a better buy – BlackBerry evolve or Nokia 7 plus?

Thamilan daa
August 3, 2018 9:04 pm 9:04 PM

Nokia 7 plus

Kaushik IMA
August 2, 2018 7:03 pm 7:03 PM

These blackberry phones are local Indian designed products rebranded and sold with blackberry logo and software. They are like Panasonic phones – don’t expect long term software support.

Sandeep Bansal, Mamipal
August 2, 2018 8:02 pm 8:02 PM

Yup, Agree 100%…

NIKHIL Mumbai-Pune
August 2, 2018 6:08 pm 6:08 PM

Nokia 7 Plus by long margin

Thamilan daa
August 2, 2018 5:24 pm 5:24 PM

Good day dream. Samsung rocks in this segment. China company trollers : there is no need to.spam here

Sandeep Bansal, Manipal
August 2, 2018 6:50 pm 6:50 PM

Samsung will rock trash bins along with Blackberry after sometime…

Thamilan daa
August 3, 2018 8:10 am 8:10 AM

Your useless BSNL will rock the trash bins. Not Samsung.

Sandeep Bansal, Manipal
August 3, 2018 11:19 am 11:19 AM

Haha, I never used BSNL…
I think you are getting fits, go see a shrink first…

Thamilan daa
August 3, 2018 9:54 pm 9:54 PM

I didn’t ask in dreams. Wake up. Wash your _& ly face

Thamilan daa
August 3, 2018 9:00 pm 9:00 PM

Stop playing double game here and out from here ! di 0+

Kaushik IMA
August 3, 2018 10:48 am 10:48 AM

If Samsung keeps up their bad quality control (see my other posts on this matter), they will rock the trash bins for sure.

Thamilan daa
August 3, 2018 9:03 pm 9:03 PM

Xiaomi is well suited to be in drainage

Sandeep Bansal, Manipal
August 3, 2018 12:27 pm 12:27 PM
Yeah, I read that one…. And as much as I hate to say it, I had a similar experience… My friend noticed a yellowish tint in he display of his S7 when the device was still covered in warranty for another month… He took it to service centre where he was told that the device was fine… A month after he found that the display had died when he woke up to pick a call one fine morning… The Sammy representative told him that touch was fine but the display was dead without even a single scratch on it… He… Read more »
Thamilan daa
August 3, 2018 9:53 pm 9:53 PM

Keep saying the imaginary stories. Tell them to a producer and become a director. Then release your film at tamil rockers

Thamilan daa
August 3, 2018 9:03 pm 9:03 PM

Stop posting friends stories here. I don’t have your habit of posting paid anti Samsung stories. Out from here. Oediidu

Thamilan daa
August 3, 2018 8:09 am 8:09 AM

Xiaomi is not even fit to rock in the trash bins. Lol. Mood a vum.

Sandeep Bansal, Manipal
August 3, 2018 11:20 am 11:20 AM

Yes, it’s worth rocking the hands of saner people, though I must say I never used one..

Thamilan daa
August 3, 2018 9:52 pm 9:52 PM

Xiaomi is not at worth to be used even by pichakaaraargal. Lol.

Thamilan daa
August 3, 2018 9:01 pm 9:01 PM

Xiaomi is not even in the hands of beggars

Kaushik IMA
August 3, 2018 10:50 am 10:50 AM

Don’t worry, Samsung has started dropping quality to bring lower priced products. In 2018 and 2019 you will see how bad Samsung can get.

Thamilan daa
August 3, 2018 9:51 pm 9:51 PM

As if xiaomi didn’t. Then imagine the quality of crapmi phones. Moodavum

Thamilan daa
August 3, 2018 9:00 pm 9:00 PM

Then think about the chinese models which are already worst in quality. Saathu daa