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BlackBerry’s future – Is It Still Bright?

There was a time when Blackberry was ruling the mobile world with utmost supremacy. Lately BlackBerry has been in a tough spot ever since its competitors Apple’s iPhone and Google’s Android stepped into the market. However, BlackBerry would not have been in a tough spot right now, if it was not arrogant enough to notice the imminent threat coming its way. It is true that BlackBerry’s competitors benefited from many of BlackBerry’s mistakes, so if anyone is to be blamed, then it would be RIM itself, for the mistakes it made and the openings it gave to its competitors.

BlackBerry overall is failing as a product, which means that the once cellular market leader is now holding on to a small fraction of the market as compared to what it used to had in the past. The market share is expected to decrease in the coming time. Experts say that it’s a tough ask for Blackberry to reclaim its market share. Let’s take a look at the reasons behind BlackBerry’s fall.

Lack of Innovation

BlackBerry seems like a stubborn child that does not want to change. With the passage of time, we all experienced a lot of changes in the cell phones we used, but BlackBerry users will know that BlackBerry remained almost the same over the almost past decade. The functions, usage, etc. there was nothing in BlackBerry that could have compelled new users to use this cell phone. BlackBerry made its name in the market with touch email, fax, and other functions that it introduced in 2003. However, ever since then, not much change has been seen in the BlackBerry sets that came over the years. It would not be wrong to say that users were desperate for a change, which they got in the form of iPhone and Android cell phones.

Lack of Marketing

Ever since BlackBerry established its name in the cell phone industry, it kind of forgot about the importance of marketing. Marketing is important, even if you are giving away something for free, because if people are unaware of something, they will not come for it. BlackBerry made a huge mistake by not marketing its products intensely. BlackBerry’s competitors overtook the market by marketing their products immensely to customers. According to Michael Mace, “To fix their problems, RIM needs to create rigorous up-front planning processes in its software team, with someone who has dictatorial power placed in charge of overall software integration for a device or OS release. Also, the product manager needs to be empowered (actually required) to delay shipment of a product if it’s not right. I’m sure someone at RIM knew about the problems in the Torch. The fact that the company went ahead and shipped it is almost as disturbing as the problems themselves.”

What is to be expected?

If BlackBerry continues on the same path and refuses to change then the end of BlackBerry and RIM seems inevitable because it only has 6% of the cell phone market worldwide, which is ready to change to iPhone or an Android cell phone if BlackBerry refuses to bring innovation in its cell phones.

2 Comments

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  1. Honestly speaking I’d. RIM has without a doubt led the market one or the other at one time and they really did that pretty well. It started off targeting a niche and until RIM realized that it needs to cater and target the entire globe it was too late for them. Android and Apple never limited its products to a certain market. Infact they went on targeting the entire world with its enthralling handsets. RIM followed by but it hasn’t been much productive for them. Though RIM still holds and rely strongly on professionals who are still inclined to use RIM because of its more user friendly keypad as most professionals don’t prefer using touch screen keypads.

    RIM needs to mix it up to reclaim its market share and innovate a great deal. A change in the think tank might help.

  2. Nice post. RIM might not want to do a major overhaul in its way of building smartphones because it’s design, features, etc have been so effective that during the dawn of the smartphones, it became a hit especially in the corporate world.

    If technology hadn’t evolved, it may still be popular today. The competition is cutthroat in the mobile market and both iOS and Android (and Windows Phone) have greatly improved in every aspect that they have overtaken RIM.

    BB10 is RIM’s last straw, apparently. Should the company screw this one up, 2013 would be the beginning of its extinction. By the way, BB10 is delayed until 2013 due to RIM’s bleak sales and earnings in the first quarter, the future for the company is a little gloomy now.

    If you own a startup company to compete in the mobile market, would you consider buying RIM?

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