BlackBerry formally withdraws from smartphone hardware business. The Canadian vendor will shift towards licensing model and make its brand name and related software / services available to partners / licensees. The first move is a Joint Venture (BlackBerry Merah Putih) with TiPhone, one of the largest mobile operators in Indonesia. However, we caution BlackBerry branding equity and remaining value is not what it used to be. Diversified distribution channel is another issue to address in Indonesia smartphone market. Time will tell whether the new direction will work out and bear fruit.
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