When blackberry introduced its first real touch screen, Ask an Expert

Management Studies

When Blackberry introduced its first real touch screen device, the Z10, much of the focus in the United States was on how many Apps it would have. The company's strategy was to have 90% of the top 100 iPhone and/or Android Apps. To facilitate this goal Blackberry built in the Ability to run Android Apps into its new Blackberry 10 operating system. Given this goal some observers were surprised that the advertising for the new Z10 phone focused not on Apps but instead on such features as its on screen keyboard with flick typing, integrated messaging hub, time shift camera and the screen sharing ability of its video calling feature.

Was Blackberry's emphasis on these features over focusing on it's ability to run many top apps a strategic move? Why or why not?

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Operation Management, Management Studies

Category:- Operation Management
Reference No.:- M93125217

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