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    Blackberry Case Study

    Uploaded by

    Irfan Jadoon
    The original Blackberry competed in the wireless industry focused on providing secure email access to corporate customers on mobile devices. It found success by targeting this niche with always-connected, easy to use devices. However, Blackberry was unable to sustain its position as competitors like Apple introduced new touchscreen devices and operating systems with more capabilities. Blackberry failed to innovate and modernize its hardware, software, and business model fast enough to keep up with shifting consumer demands and trends towards personal use of mobile technology. It remained focused on its original enterprise customer base rather than adapting to the mass consumer market that competitors were able to capture.

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    Blackberry Case Study

    Uploaded by

    Irfan Jadoon
    1K views4 pages
    The original Blackberry competed in the wireless industry focused on providing secure email access to corporate customers on mobile devices. It found success by targeting this niche with always-connected, easy to use devices. However, Blackberry was unable to sustain its position as competitors like Apple introduced new touchscreen devices and operating systems with more capabilities. Blackberry failed to innovate and modernize its hardware, software, and business model fast enough to keep up with shifting consumer demands and trends towards personal use of mobile technology. It remained focused on its original enterprise customer base rather than adapting to the mass consumer market that competitors were able to capture.

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    The original Blackberry competed in the wireless industry focused on providing secure email access to corporate customers on mobile devices. It found success by targeting this niche with always-connected, easy to use devices. However, Blackberry was unable to sustain its position as competitors like Apple introduced new touchscreen devices and operating systems with more capabilities. Blackberry failed to innovate and modernize its hardware, software, and business model fast enough to keep up with shifting consumer demands and trends towards personal use of mobile technology. It remained focused on its original enterprise customer base rather than adapting to the mass consumer market that competitors were able to capture.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    1K views4 pages

    Blackberry Case Study

    Uploaded by

    Irfan Jadoon
    The original Blackberry competed in the wireless industry focused on providing secure email access to corporate customers on mobile devices. It found success by targeting this niche with always-connected, easy to use devices. However, Blackberry was unable to sustain its position as competitors like Apple introduced new touchscreen devices and operating systems with more capabilities. Blackberry failed to innovate and modernize its hardware, software, and business model fast enough to keep up with shifting consumer demands and trends towards personal use of mobile technology. It remained focused on its original enterprise customer base rather than adapting to the mass consumer market that competitors were able to capture.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 4

    Blackberry Case Study

    Q1. Describe the industry that the original Blackberry competed in?
    Solution:
     The original Blackberry i.e. RIM competed in an industry was flooded with
    personal technology products.
     Consolidation of devices was also about to happen.
     The process of accessing your mail from devices was cumbersome.
     Blackberry on the other hand was always connected to a wireless network and used
    a software to provide email access
     .The rest of the market focused on the consumer segment, but RIM was focused on
    the corporate market.
     RIM provided blackberries on free trial basis and also established a number of
    marketing partnerships.
     RIM concentrated on competing in software and hardware branches of wireless
    industry.

    Q2. Why was the original Blackberry product so successful? What was the basis for
    Blackberry’s competitive advantage?
     The original blackberry product was successful for the following reasons:
     The products were versatile, secure and user friendly.
     They provided security and IPM, therefore they attracted dedicated customers like
    the critical government organizations and corporate executives

    Q3. When competitors introduced new products how did blackberry react why did
    blackberry react this way?
    When an asked in the interview about the iPhone, RIM co CEO lizards said “How much
    presence does apple have in business? It’s vanishingly small he also questioned the
    battery longevity in the iPhone, asking why anyone would want to use a phone with a
    battery that died after a few hours. He said because of over confidence on blackberry and
    because of too much proudness.

    Q4. Why was blackberry unable to sustain its industry position?


    The reasons that BlackBerry failed are they didn't innovate fast enough. Apple and all of
    the android phone makers introduced new operating system and physical forms for their
    phones. That was a huge disruption in the mobile phone market and BlackBerry didn't
    follow. They didn't change their operating system to match the new offerings from their
    competitors and then they couldn't change the physical form of their phones.
     Poor designs Android manufacturers and Apple had identified that it was
    possible to design sleek, elegant devices around an easy to hold rectangle,
    but BlackBerry refused to follow suit. The bizarre BlackBerry Passport that
    was more of a square, complete with the same fiddly plastic keys at the
    bottom. It looked ridiculous and didn’t even fit into a pocket comfortably

     Underestimating Apple The iPhone overwhelmed everything before it. It


    was a slow burner for a couple of years after launch, but by the iPhone

     Their focus was on Enterprise not on Consumers: Apple and the android phone
    makers focused on the consumers. They sold billions of phones that anyone can
    afford and is able to use. BlackBerry found success through selling to IT
    departments of huge corporations mainly and this is what kept the momentum.
    Imagine the Sales Director of BlackBerry seeing 90% of all revenue coming from
    Enterprise, it would have been easy for him to just focus on this market segment and
    forget that anything else existed.

     They insisted on their OS: Smartphones became a huge thing because of the
    ability to install any kind of app you want and transform your phone to something
    magical instantly. From Games to productivity apps you can do amazing things on
    your phone nowadays. But with BlackBerry's OS you couldn't do this and even
    today there is only a small portion of apps available.

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