BlackBerry posted another disastrous quarter results today. Its smartphone shipments fell to a record low in Q1’16 even as ASPs continued to improve. Despite missing expected hardware sales targets, which the company attributed to distribution delays, BlackBerry says the smartphone division can achieve breakeven on volumes of just 3 million units for the year as cost-cutting has reduced expenses. The company is considering developing a mid-range smartphone for sale later this year in order to increase volumes in a highly competitive market.

We would recommend BlackBerry to consider launching a new sub-brand for mid tier Android models. Because BlackBerry brand has quickly faded among consumers, a brand new sub-brand would be helpful to attract existing Android users and feature phone switchers.

WSS clients please click the published insight report : Q1'16: BlackBerry: Will Push into Midrange Jumpstart Sales? for more details.