Why did Blackberry Fail? – Before We Get Into The Topic, let’s Learn Some Basic Of This Topic
Blackberry’s failure: The history of the Blackberry company
There are two types of people. Some people are nostalgic about Blackberry and others remember it well. After the company failed, others began to become interested in technology.
It is unlikely that you’ll have the opportunity to see the devices if you didn’t go to Blackberry’s heyday. There is very little of the original company. This article will help you if you have any nostalgia about Blackberry or want to learn more about its history.
In the 2000s, the company was at its peak. The BlackBerry phone was a hallmark of a businessman back in those days. It offered many unique services that made business easier such as an easy application to work with email and documents.
Although the company was far behind market leader Nokia, this can be explained by its original focus on a smaller segment, the business phone segment. Although they were more expensive than the analogs, they offered many additional features so the price was justified. Despite the price tag and niche, the company managed to capture 8.3% of mobile device sales in 2006, beating out market leaders like Motorola and Sony Ericsson.
The company also announced BlackBerry Pearl, its first smartphone with multimedia capabilities. This enabled the company to perform well in both the consumer and corporate markets.
The cell phone revolution started in 2007. The market started to shift away from push-button phones and to touch-sensitive smartphones. The iPhone’s 2007 release was a clear sign of this trend. However, Blackberry chose to keep the QWERTY keypad phones.
Blackberry’s biggest mistake
QWERTY smartphones were expected to remain the best option for the business segment. However, the company was not correct.
Smartphones with touch screens started to appear en masse after 2007. It was first the iPhones. Then, most manufacturers started to migrate to Android. Blackberry also continued to promote QWERTY phones, despite its stance.
Blackberry was able to maintain and increase its market share at first. Blackberry’s most successful year was 2010, which saw them capture 16% of all smartphone market share. This year, however, was a turning point. Most manufacturers switched to Android in 2010, which was their flagship platform. The market was then divided into two distinct niches: iOS and Android.
Blackberry chose to take control of its OS and developed its own. Blackberry acquired QNX to help improve its OS and developed Blackberry 10.
The company lost the initiative because of the amount of time it spent adapting the OS.
The new iPhone line was introduced in 2013 when the market was split between Android Blackberry and iOS. The company sought to find the perfect balance between brand identity and modern trends, with a strong focus on business audiences. Two smartphones, Blackberry Z10 & Blackberry Q10 were the results.
Blackberry Z10 was a complete smartphone. It had to compete against the iPhone and Android phones.
Blackberry Q10 featured a touch screen with a traditional QWERTY keyboard. This smartphone was targeted primarily at corporate Blackberry brand fans.
Blackberry’s market share was at its lowest point by 2013, so the new operating system had little chance of being successful. The new smartphones were doomed.
The company later added support for Android apps but that didn’t make any difference.
Blackberry Passport – A New Hope
The company released the Blackberry Passport smartphone in 2014. The smartphone featured a square screen and a traditional QWERTY keyboard. Although this smartphone was more popular than the previous models, its price was too high and Blackberry’s share continued to decline.
This was because smartphones became significantly more affordable. Smartphones were previously expensive, but in 2014 they became a popular choice in both developing and developed countries. The Blackberry Passport’s high price was prohibitive and it never became a hit.
The company switched to Android in 2015 after changing its strategy. In 2015, Blackberry Priv was announced by the company. It was the first Android smartphone. It could have been a huge success, but the company decided to keep the QWERTY keyboard and set the price too high. The smartphone was a slider, so you could remove the QWERTY keyboard. The company tried desperate measures after the failed “passport” experiment. The brand’s first Android smartphone, the BlackBerry Priv was released in 2015. It looks just like any other smartphone. However, the BlackBerry Priv’s body is a slider. The QWERTY-keyboard slides out of the bottom.
Blackberry brand on sale
Blackberry was no longer an independent player on the smartphone market. The company has reduced its research and development team due to financial problems.
The company chose to use its brand and launch a new smartphone. The model was the AlcatelIDOL4 made by TCL. It was renamed Blackberry DTEK50 by TCL. The design and software have been slightly modified and the price has increased.
This strategy was not appreciated by Blackberry users from the corporate segment and the device failed to sell on the market.
Blackberry ended its smartphone business and licensed the brand to the same TCL. Blackberry released three more smartphones under its brand: KeyOne and Motion, the last one being released in 2018.
These models also failed, and TCL quit the brand.
India’s Optiemus Incfracom was the next company to license Blackberry, but these smartphones weren’t sold outside India.
OnwardMobility licensed the Blackberry brand in 2020. It plans to release a smartphone with Foxconn Fin Mobile under the Blackberry brand.
Blackberry’s failure is a mystery.
Blackberry’s half-hearted decisions led to terrible consequences in retrospect.
- The company did not understand the zeitgeist and had to abandon the QWERTY keyboard.
- The company tried to create its own OS but didn’t make the Android transition at the right time.
- The company didn’t understand the changes in the corporate sector. Smartphones were too ubiquitous and there was no reason to have Blackberry services.
Many believe that Blackberry would have been able to compete with Android if it had made the switch sooner. This is a statement I disagree with. Smartphones were expensive, and it is unlikely that Blackberry would have been able to compete with other manufacturers.