It is recently reported that the Blackberry suffers a great loss which is a lot worse than what the company has expected.The company is quickly losing the market and it’s laying off 4500 employees which cost the company $400 million.

Blackberry was once dominant in the mobile phone market,but how can the company suddenly fall so fast? The shortage in mobile apps applied in Blackberry may be one of the main reasons.And because of this incompetence,more and more customers embrace the Android or IOS devices for a larger number of apps available.And therefore, Blackberry is  in the dilemma company cannot deal with the variability that customers flock to other mobile phones and overstocking of the produced phones.The Blackberry failed to manage its accounting and its volume of sales didn’t even  meet the break-even point.

It was out-competed and it failed to adapt to new strategic realities.(Hayden Shaughnessy,Forbes,10/04/2013) The Blackberry meet its waterloo because it has no new competency core which means the products cannot satisfy the customers in new ways in terms of  the increasingly innovated technology.Just as the old giant Nokia,which was already taken over by Microsoft due,the Blackberry is left behind because of its weaknesses,for example,the inferior touch-screen and software .

cites: http://money.cnn.com/2013/10/02/technology/enterprise/blackberry/index.html

http://www.forbes.com/sites/haydnshaughnessy/2013/10/04/further-thoughts-on-why-blackberrys-failure-could-be-your-failure-too/