BlackBerry has always been about innovation, but has lost some of that luster over the past few years due to devices that failed to impress. Even despite the disastrous launch of the BlackBerry PlayBook the company proved that it was not afraid to venture in to areas that it has not gone before. Today, BlackBerry's new CEO Thorsten Heins has proven to be much more ambitions than the company's previous leaders Mike Lazaridis and Jim Balsillie. The CEO reiterated this effort when he spoke to The Empire Club of Canada.
This ambition to innovate mobile computing is just what Heins is looking to do. Going beyond just the smartphone and into to the realms of true mobile computing based on the BlackBerry 10 platform, is the new goal for BlackBerry.
The company is already planning on acting out on its innovation with some new components to its new Z10 smartphone. The device will soon have a docking station that will allow users to plug in peripherals like a keyboard and mouse. This would allow for the BlackBerry 10 OS to transition into a desktop OS.
"The vision is going to start to materialize this year," he said. "You will be able to plug the (Z10) device into a docking station at the office and then all you need is a keyboard, a mouse and a screen. Combined with cloud services this would mean you don't need a laptop or a desktop." said BlackBerry's head of marketing Frank Boulben.
The company is also looking to revamp its efforts to deliver a tablet. BlackBerry is not giving up on the tablet business, in fact the company is already working on another one. "I'm not getting out of the tablet business, I've asked my teams to build another one, but I need to make money from it. If the hardware doesn't provide the margins I need, then it makes no sense in doing it," said Heins.
While the PlayBook sales were a disaster and it started out incomplete, the release of OS 2.0 provided a much needed breath of fresh air to PlayBook owners.
BlackBerry is looking to establish itself as more than just smartphone maker, but rather the leader in mobile computing. This means that we can expect to see some very new things from the company including areas that we have never seen them explore before. The new BlackBerry smartphones are expected to be released in the U.S. sometime in March.