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.