This news article refers to the result of the 100 biggest global brands standing, which BlackBerry recently fall out of the table.
The issue of BlackBerry’s downfall has been on the table. It is close to the hearts of Canadians as BlackBerry is a Canadian company and as much as it is reported again and again how BlackBerry is failing, I can still see people on the street, using BlackBerry.
How did it happen? Motorola once launch this product called Envoy, which was like a personal assistant. It was one of the gadgets with the most functions at that time. Despite its list of “capabilities”, a product called PalmPilot 1000, with much less capabilities, sold much better than Envoy.
BlackBerry is in similar shoes: compared to iPhone and Androids, it has much less function, yet it has its points of difference, security and efficiency. BlackBerry failure to position itself according to its strength is crucial. As BlackBerry launch its tablet “BlackBerry Playbook”, it failed miserably. The way I see it is that BlackBerry is about getting things done, tablet is about entertainment, exactly everything that BlackBerry doesn’t have. Focusing on strength can be a key to brand positioning.