We have reinvented ourselves

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Sudhir Chowdhary: Feb 18 2013, 20:18 IST

Research In Motion (RIM) pioneered the concept of on-your-hip email back in the late nineties with its first BlackBerry phone. The company quickly cornered the market for secure corporate emails. Its elite clientele comprised busy executives who relied on their BlackBerry devices to stay in touch with their clients and their offices. But competition soon followed and RIM lost market share to Apple’s iPhone and devices using Google’s Android technology.

Unfazed, BlackBerry’s fight to stay relevant has begun and its new platform and phones are raising surprised eyebrows, especially among those who had written off the company and its previous products. With a strong focus on emerging markets, it is moving very aggressively in India in terms of investments and positioning its products for customers here. The new devices will be launched here soon. It is also innovating locally to be more relevant to its customer and partners.

“India is one of the largest emerging markets in the world for BlackBerry,” admits Sunil Dutt, managing director—India, BlackBerry. Sunil has a deep understanding of the Indian consumer and a demonstrated capability to define new markets and businesses. His ability to successfully compete in extremely aggressive industries has been the hallmark of his career. In a wide-ranging interview with Sudhir Chowdhary, the BlackBerry MD shares his plans to intensify operations in India. Excerpts:

BlackBerry has significantly lost market share in recent years. What went wrong, why did you lag behind?

I won’t say anything went wrong, but yes, we were a bit late in getting the

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