Who remembers the phrase “BBM me?”
At its peak, BlackBerry (BB) was one of the world’s largest smartphone makers. BlackBerry Messenger (BBM) became a defining part of early smartphone culture, but the company’s business today looks dramatically different from its consumer device era.
Although far below its 2008 highs, BlackBerry’s stock has doubled this year as investors respond positively to its shift toward critical software for vehicles and secure communications.
BlackBerry CEO John Giamatteo said the company’s focus remains centered on the same principles that built its reputation: security, trust, and innovation.
“While the products that we offer to our customers around the world can’t necessarily be held in the palm of your hands like the old devices, those values of security, trust and innovation still shine through in the software and services and the other solutions that we deliver to the market today,” Giamatteo said.
BlackBerry’s New Business Model
Today, two main businesses drive the majority of BlackBerry’s revenue: secure communications and QNX automotive software.
The company’s secure communications business provides encrypted solutions for governments and organizations that require high levels of data protection.
Its QNX division provides operating systems and embedded software for vehicles, supporting safety-critical systems such as braking technology and semi-autonomous driving features.
QNX has become a major player in automotive software, with BlackBerry saying its technology is embedded in 275 million vehicles worldwide.
BlackBerry’s AI Opportunity
BlackBerry sees QNX as a foundation for growth in artificial intelligence, particularly in the emerging field of physical AI, which includes technologies such as autonomous vehicles and robotics.
The company believes its focus on safety and reliability gives it an advantage in industries where AI systems must operate in real-world environments.
Giamatteo said robotics could become one of the fastest-growing areas within the QNX portfolio, particularly in industrial, factory, and medical applications rather than humanoid robots.
BlackBerry already has financial momentum in this area, with a QNX order backlog valued at approximately $950 million. A portion of those orders includes robotics-related projects, although the company has not disclosed specific figures.
From Smartphones to Software
After Apple’s iPhone launch in 2007 transformed the mobile industry, BlackBerry struggled to maintain its consumer smartphone business despite introducing new devices and attempting to compete in the changing market.
The company’s transition from hardware to software has become one of the most significant technology reinventions of recent years.
While BlackBerry no longer dominates the smartphone market, investors are increasingly supporting its new direction as the company focuses on AI, automotive technology, cybersecurity, and secure digital infrastructure.
