Blackberry CMO Frank Boulben conceded that challenging Apple and Samsung for U.S. market share is still years away. The company's immediate goal is to emerge as the third most-popular mobile platform in the U.S.
But don't tell Mr. Boulben that his company is a challenger brand. While the company's U.S. market share has decreased significantly -- from 30.4% in January 2011 to 5.9% in January 2013, according to comScore -- BlackBerry remains the most popular device line in emerging markets such as South Africa and East Asia, Mr. Boulben said Wednesday morning at the Ad Age Digital Conference.
BlackBerry will be releasing an array of smartphone products -- not just top of the line ones -- in order to reach consumers in developing countries.
Non-Western markets are in many ways more advanced than Western markets when it comes to using mobile computing, Mr. Boulben said. He pointed to Indonesia, specifically, where taxis list drivers' BlackBerry Messenger PINs on their cars instead of phone numbers.
BlackBerry is still focused on the U.S., though, and Mr. Boulben said that the company has made drastic changes to its marketing strategy compared with past years. Marketing spend has shifted toward digital, social, search and mobile, as well as recruiting celebrities to market its new platform and devices.