"So if BlackBerry Mobile builds phones, what does BlackBerry sell now?"

This is the question I keep getting asked. And unlike BlackBerry of old, It's not an easy answer anymore (and saying BlackBerry is a Software company apparently isn't adequate enough to satisfy inquiring minds). Here's to finding the answer!

Since bringing CrackBerry Kevin out of retirement to celebrate 10 Years of CrackBerry and cover the hell out of the launch of the new BlackBerry "Mercury", I've quickly reverted to my old CBK habits. One of those habits is that nearly every conversation I have is in one way, shape or form related to BlackBerry.

As I mentioned in a recent editorial, the BlackBerry story is more complicated these days than it used to be. When it comes up in conversation, I explain that BlackBerry is now a Software company and that thanks to a partnership/licensing deal, we now have BlackBerry Mobile running the BlackBerry phones business (for most markets around the globe), including the launch of the new Android-powered Mercury.

What's interesting is that when I talk to "normal people" now about the new BlackBerry, they don't get it. The quickly understand BlackBerry Mobile, though. BlackBerry Mobile manufacturing, marketing, selling and supporting BlackBerry Smartphones makes complete sense. Then they ask the question - "So if BlackBerry Mobile builds phones, what does BlackBerry sell now?"

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