On September 26, 2013, T-Mobile, one of the largest U.S. wireless carriers has officially announced that it will no longer provide BlackBerry products to its customers from stores. Instead, the company proposes to simply ship phones to buyers. This rash action taken by T-Mobile was justified by the opinion that, “[BlackBerrys] were mostly being bought by corporate customers.”
Throughout September, numerous supply chain issues, and an extremely low demand for the new Blackberry products, crippled the company, driving stock prices down and ultimately forcing Blackberry to cut 4500 employees. In combination with the serve move by T-Mobile and Blackberry’s new plan to specifically target only corporate clients, the company will suffer an extreme decline in market share as well as a continuously decreasing consumer segment. From the beginning, BlackBerry was a company focused on communications within the realms of corporation and large organizations, but in the past few years its points of difference such as security and top-tier messaging have increased its market share within the individual consumer demographic, consequently enlarging the business dramatically. But within the past few months, errors in supply chain management, incorrect forecasting coupled with other factors, have weakened the
company dramatically. The dissolution of a partnership with T-Mobile will only force BlackBerry downwards, until RIM will be sold for merely spare parts (IP).
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