Why Are Blackberry Shares Surging?

John Chen’s new strategy starts to take shape.

| More on:
The Motley Fool

It is very difficult for anyone to admit their own mistakes. In a corporate setting, this can be one of the biggest benefits of bringing in new management. Sometimes a company needs to press the undo button, and this is far more likely to happen when a new leader is in charge, and doesn’t have to reverse his own decisions.

So it should not be a major surprise that Blackberry (TSX:BB)(Nasdaq:BBRY) is bringing back its “belt” of five function keys that sit between the screen and keyboard, according to a Globe and Mail report. While this move on its own may not seem earth-shattering, the decision is very significant symbolically.

The belt used to be a favourite among Blackberry’s most loyal users, but was removed with the release of the company’s most recent phones. That decision was made as part of a push to compete more aggressively on the consumer side with Apple (Nasdaq:AAPL) and Android phones. But the move backfired, accelerating Blackberry’s decline in market share. In fact the decision was a perfect example of the Blackberry’s flawed strategy, which ended up alienating the company’s most loyal enterprise users.

New CEO John Chen has already made it very clear that he plans to bring Blackberry back to its enterprise roots. His latest move shows that he is serious.

Is Ford switching to QNX?

There is more good news for Blackberry. Bloomberg is reporting that Ford (NYSE:F) will be switching from Microsoft’s (Nasdaq:MSFT) Windows to Blackberry’s QNX for the next-generation Sync system.

Ford’s decision represents a major vote of confidence for QNX, which Mr. Chen has already identified as a key pillar of Blackberry’s future. The news is also a major blow to Microsoft, since Ford was by far the company’s largest customer for in-vehicle technology. But it should not have come as a surprise. There have been numerous complaints about Ford’s in-car technology, which have hurt the company in consumer surveys.

Foolish bottom line

The market is also still digesting Facebook’s (Nasdaq:FB) decision to buy WhatsApp for $19 billion, and trying to decipher what it means for Blackberry Messenger. That may be part of the reason why Blackberry’s shares are continuing their ascent.

But most importantly, investors are starting to get a clearer picture of what John Chen was talking about late last year. In Blackberry’s most recent earnings call, he identified the shift to enterprise, QNX, and BBM as three of Blackberry’s pillars in its recovery. And although the company is still in the early innings, these recent news items have given investors much more hope. Time will tell if that hope is well-founded.

This article represents the opinion of the writer, who may disagree with the “official” recommendation position of a Motley Fool premium service or advisor. We’re Motley! Questioning an investing thesis — even one of our own — helps us all think critically about investing and make decisions that help us become smarter, happier, and richer, so we sometimes publish articles that may not be in line with recommendations, rankings or other content.

Fool contributor Benjamin Sinclair holds no positions in any of the stocks mentioned in this article.

More on Investing

risk/reward
Investing

These 2 Stocks Carry a Lot of Risk, But Their Upside Is Huge

These two stocks have some significant risks, but they trade so cheaply that they offer unbelievable capital gains potential.

Read more »

Payday ringed on a calendar
Dividend Stocks

Boost Your Monthly Dividend Income With This TSX Gem

A high-yield TSX gem in the real estate sector can boost your monthly dividend income.

Read more »

Bank sign on traditional europe building facade
Bank Stocks

Bank Stocks Look Like a Steal: Here’s My Favourite for October 2023

TD Bank (TSX:TD) stock looks dirt cheap, as it continues to fluctuate in this rocky economic environment.

Read more »

little girl in pilot costume playing and dreaming of flying over the sky
Investing

Better Buy: Air Canada Stock or WestJet Airlines?

With the airline industry yet to recover fully from the pandemic, is Air Canada one of the top stocks to…

Read more »

oil and gas pipeline
Dividend Stocks

Is Enbridge Stock a Buy for its 7.6% Dividend Yield?

Enbridge stock is a TSX giant that offers investors a tasty dividend yield of 7.6%. Is this high-dividend stock a…

Read more »

Early retirement handwritten in a note
Dividend Stocks

Retire Early With These 3 Canadian Passive-Income Stocks

Three Canadian passive-income stocks are smart choices for people with early retirement goals.

Read more »

Businessperson's Hand Putting Coin In Piggybank
Energy Stocks

This 7 Percent Dividend Stock is My Top Pick for Immediate Income

Looking for a solid dividend stock that can provide an immediate income source? Consider this dividend gem now while its…

Read more »

man sitting in front of 3 screens programming
Tech Stocks

Shopify Stock or Microsoft Shares: Better Buy for the AI Revolution?

Shopify (TSX:SHOP) and Microsoft (NASDAQ:MSFT) are two of the most impressive growth stocks to watch, as tech slips further from…

Read more »