BlackBerry reportedly claims that the company’s loss was due to the “Z10 Inventory Charge”, which is ‘the loss associated with creating a stock of flagship handsets that subsequently failed to sell(Sakr).” While the company was preparing to launch the new BlackBerry Z10, the company’s co-founder, Michael Lazaridis, spoke up to oppose the features of the new product. He emphasized the uniqueness of the keyboard device and distinguishing the company from others, such as Apple and Samsung, which had products with all-touch screens (Sakr). Yes, BlackBerry was differentiated from others but this decision, regrettably, was a fatal mistake that made it fall behind technologically.This division from other companies, subsequently prevented the company from competing with the other companies as BlackBerry lacked the innovations that kept other rivals in the Smart Phone market.

While individuating the company from the other Smart Phone companies with its features may have been a wise marketing idea, BlackBerry failed to keep itself in the competing market and eventually brought its own failure upon itself.

Sakr, Sharif. “BlackBerry loses a billion dollars in three months, blames it on failed Z10.” . Engaget, 27 Sep 2013. Web. 8 Oct 2013. <http://www.engadget.com/2013/09/27/blackberry-loses-a-billion-dollars-on-z10-charge/>.