BlackBerry recently dropped its reputation as one of the most popular smartphone builders to venture out into the world of the software industry. 

Unfortunately, branding the revamped company appears to be very challenging at the moment. While the transformation phase is 100 percent complete, changing the people's knowledge about BlackBerry remains to be a problem. With decades of being associated with smartphones, change will definitely not happen in one day.

BlackBerry raises the white flag

According to The Globe and Mail, BlackBerry has admitted defeat. It surrendered to the likes of Apple and Samsung, which now dominate the mobile market. Indeed, the QWERTY brand fought for profitability but lost in the end.

Footprints of its former era are the new devices like the DTEK50 and DTEK60. Both BlackBerrry handsets would retail until the supply runs out. About six months ago, the management hinted that it would stop making phones and would rather focus on the emerging software business.

Today, BlackBerry will start concentrating on improving phone security and connectivity. The world of self-driving cars seems to be a promising market for its planned apps. The target companies, therefore, include Tesla and Uber.

Why did BlackBerry pick autonomous cars?

For one thing, the QNX BlackBerry software already operates in more than 60 million vehicles. In December, the same department opened a research facility in Ottawa to develop security technologies for driverless cars. Marty Beard, the Chief Operating Officer, believes that safety is a huge concern for the industry.

Meanwhile, Mobile Syrup reported that the company's Head of Corporate Development and Security recently resigned. Jim Mackey confirmed the news in an interview with the wire service. "It is true, I left BlackBerry as of Feb 13," Jim said. Do note that no official statement from the tech firm has been released as f now.

Well, if BlackBerry wants to lead the software industry for autonomous cars, it must boost its marketing efforts first to get the word out. This, however, becomes complicated as the KEYOne debuted last weekend. Simply put, fans still perceive the company as a phone manufacturer.

Last Saturday, TCL Communication Technology Holdings unveiled the KEYOne, a phone under a partnership with BlackBerry. TCL reportedly designs and sells the cellphones while the latter provides the software. Now, the challenge is to let the people understand that.