BlackBerry has been down in the dumps, but their recent resurgence in the autonomous driving market might signal a rebirth. But before the company gets too ahead of itself, Chief Financial Officier, Steve Capelli, shared in a blog post the 5 pillars that the brand’s turnaround will be based on.

Here they are, verbatim:
”

1. Product Platform: Our software platform, BlackBerry Secure, is a comprehensive mobile-native approach to security that addresses the entire enterprise from endpoint to endpoint. It is both a product platform and a standard of security. Being BlackBerry Secure means enterprise-wide solutions that are informed by deep mobile security expertise and experience, continuous technical innovation, industry partnerships and academic collaborations, on-demand cyber-security expert services, and a point of view that recognizes vulnerability wherever it lies.

2. Relevant Target Markets: Our expertise in mobility and security make the cybersecurity, automotive, and Enterprise of Things markets key to our success going forward. We intend to provide enterprises and governments with the highest standard of security, enabling them to be BlackBerry Secure.

3. Efficient Go-To-Market: We have a licensing, developer, partner, and sales strategy befitting an enterprise software company. We now license our brand to select third-party manufacturers who build, distribute, market, and sell BlackBerry-branded smartphones. In addition, we license our handset operating system, applications, and security technology to OEMs and others seeking our software expertise. We are also aggressively building developer and partner programs for BlackBerry Secure, enabling our platform to be the epicenter of an enterprise endpoint security ecosystem and grow exponentially as a result. Lastly, we market BlackBerry Secure to enterprises and governments directly and through top-tier channel partners specializing in enterprise sales and cybersecurity.

4. Operational Excellence: As we shift the economic model of the company from hardware to software, we are reconfiguring ourselves from the inside out to support enterprise software, adjusting our R&D, personnel, and operations to reflect the new business.

5. Growth and Profitability: We now see growth coming from the software and services portfolio. We are experiencing software industry standard profit margins positively affecting our economics that over time will benefit our shareholders.”