BlackBerry is set to focus its devices on the high-end market and is not likely to roll out any new entry level handsets for some time.
This is according to Stephen Bates, the firm’s European managing director, who said it is concentrating on ensuring people view it first and foremost as an upmarket company.
He said BlackBerry has launched its new phones – the BlackBerry Z10 and Q10 – to demonstrate its intention to evolve its portfolio to mid-tier.
“But we don’t see us getting to the entry level tier for some time; certainly not this year. Based on the great sales we’ve had over Christmas in the UK, there is a demand for the entry level,” Mr Bates added.
Indeed, managing director for UK and Ireland Rob Orr stated BlackBerry is continuing its two-tier approach as it is seeing acceptable sales for BB7 devices within the government and financial institutions.
BlackBerry unveiled its touchscreen Z10 handset at the end of last month (January 30th) and it comes with a host of high-spec features plus 16GB of internal storage, a 4.2-inch display and an 8MP rear camera.
