New licensing strategy will see BlackBerry’s name on more products

BlackBerry this week announced a new licensing strategy that will see its brand appear on devices outside of the mobile space. So, a BlackBerry washing machine, TV, or lawnmower might not be that unusual down the road.

The new strategy comes on the heels of a similar move announced last year, which saw TCL acquire the global rights to the BlackBerry brand.

“The company now pursuing additional endpoints which could include tablets, wearables, medical devices, appliances, point-of-sale terminals and other smartphones,” BlackBerry said in a release.

By licensing its brand, BlackBerry CEO John Chen is hoping to embed its patenting privacy and security features on an array of devices.

“For example, companies providing medical monitoring devices must protect health data on the device, guarantee is connects securely to the healthcare system, and most importantly ensure that it cannot be hacked,” Chen said. “BlackBerry Secure helps solve this triple threat.”

Licensing makes sense

BlackBerry essentially has no presence in the mobile market anymore, so it makes sense the company would explore other licensing opportunities. Whether it has a strong enough brand to attract customers remains to be seen. This is akin to seeing Polaroid’s name show up on a variety of random gadgets.

“As part of this strategy, we will work with a wide range of manufacturers to integrate BlackBerry Secure software into both BlackBerry-branded and co-branded devices,” Chen said.

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