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.

BlackBerry-evolve

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.

Arpit spends his day closely following the telecom and tech industry. A music connoisseur and a night owl, he also takes a deep interest in the Indian technology start-up scene and spends rest of his time spilling poetry and stories on paper.

23
Leave a Reply

avatar
Photo and Image Files
 
 
 
2 Comment threads
21 Thread replies
0 Followers
 
Most reacted comment
Hottest comment thread
5 Comment authors
Thamilan daaSandeep Bansal, ManipalKaushik IMASandeep Bansal, MamipalNIKHIL Mumbai-Pune Recent comment authors
newest oldest most voted
Ranajit
Ranajit

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

NIKHIL Mumbai-Pune
NIKHIL Mumbai-Pune

Nokia 7 Plus by long margin

Kaushik IMA
Kaushik IMA

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
Sandeep Bansal, Mamipal

Yup, Agree 100%…

Thamilan daa
Thamilan daa

Nokia 7 plus

Thamilan daa
Thamilan daa

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

Sandeep Bansal, Manipal
Sandeep Bansal, Manipal

Samsung will rock trash bins along with Blackberry after sometime…

Thamilan daa
Thamilan daa

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

Kaushik IMA
Kaushik IMA

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
Thamilan daa

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

Thamilan daa
Thamilan daa

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

Sandeep Bansal, Manipal
Sandeep Bansal, Manipal

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

Thamilan daa
Thamilan daa

Sandeep,
Xiaomi is not even in the hands of beggars

Thamilan daa
Thamilan daa

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

Thamilan daa
Thamilan daa

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

Kaushik IMA
Kaushik IMA

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

Sandeep Bansal, Manipal
Sandeep Bansal, Manipal

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
Thamilan daa

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

Thamilan daa
Thamilan daa

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

Thamilan daa
Thamilan daa

Xiaomi is well suited to be in drainage

Sandeep Bansal, Manipal
Sandeep Bansal, Manipal

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

Thamilan daa
Thamilan daa

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

Thamilan daa
Thamilan daa

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

Recent Posts

BSNL and MTNL Asked to Explain the Turnaround Strategy by DCC for Financial Support

The Digital Communications Commission (DCC) on Thursday asked loss-making telecom PSUs BSNL and MTNL to explain their turnaround strategy and...

Oppo F9 Pro Price in India Reduced by Rs 2,000 Ahead of Oppo F11 Pro Launch

Oppo has now slashed the price of its F9 Pro smartphone in India by Rs 2,000. The new price of...

RCom Asked to Clear Dues of Rs 453 Crore to Ericsson Within Four Weeks

Observing there was a ‘wilful default’, the Supreme Court on Wednesday held Anil Ambani, chairman of Reliance Communications (RCom), guilty...