Back before the iPhone and Android,
Blackberry was the big story in mobile. It had all of the government
contracts, and most large enterprises used a Blackberry system. They
had top notch messaging and high end security. Now, Blackberry is a
tiny version of what it used to be. Today the company announced it
will lay off 4,500 employees and completely exit the consumer market.
So what happened?
The story of Blackberry is complex and
the failures it has encountered in the past couple of years can't be
explained by a few handy bullet points, but there were some patterns
that greatly contributed. First, as the iPhone and Android came out,
Blackberry didn't change and adapt. They sat on their laurels for far
too long, figuring their product was fine the way it was, without
listening to consumer feedback. As people left them for iPhone and
Android, it took them years to finally react and release Blackberry
10, the first real smartphone the company made that could compete.
But by then, it was too late.
Another issue was clearly management.
Blackberry went through so many executives, it makes startups look
stable. None of their moves lately had been successful, and they
didn't seem to understand sexy marketing the way Apple and Google
did. The company tried to launch the Playbook and failed, and then
tried the Blackberry Z10, and that too seems to have failed. So the
result is a $1 billion loss in the last quarter, which leads to what
the company announced today. Now it appears for the future we may no
longer see Blackberry as a competitor in the various stores, with
them focusing only on the enterprise side.