• Marketing Week , Friday, March 30, 2012 10:30 AM

BlackBerry is going back to its roots in focusing on business users after failing to compete with Apple, Samsung and the like in the consumer world. The company says it will still have a consumer operation, although this is likely to be tailored to business people. No word on whether BlackBerry’s “biggest ever marketing campaign” for the launch of its BB10 operating system will be scaled back or cancelled altogether. 

Parent company RIM is now undergoing a “comprehensive” 10-week strategic review that could result in a sale, partnerships, licensing or joint ventures. RIM report a net loss of $125 million last quarter, versus a profit of $934 million the previous year. BlackBerry sold 11.1 million phones in the quarter through March 3. By comparison, Apple sold more than 37 million phones in the last three months of 2011.

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