Ryan Abushinov’s “Is this the end of the Blackberry?” (https://blogs.ubc.ca/ryanabushinov/2012/03/11/is-this-the-end-of-the-blackberry/) outlines RIM’s troubles differentiating against its competitors. He argues that Blackberry’s lack of new features is one of the main reasons consumers have recently been picking Iphones and Androids over RIM’s smartphone, and that this could ultimately lead to their downfall.
As a student and a Blackberry owner, I agree that RIM is overall ‘losing’ the smartphone battle. Iphones and Androids are both advertised as fun and creative phones which have overall more appeal than Blackberry’s ‘business’ feel. Young adults make up the largest market for smartphones (they tend to lose/break phones frequently), and that is who the Iphone and Android are successfully targeting. I like my Blackberry, but I realize that as a college student, other smartphones probably would have been better choices.
That being said, it would be foolish to think that Blackberry will discontinue anytime soon. Although Blackberry has been unsuccessful targeting younger adults, they have successfully become the ‘business phone”, the no bullsh*t, made for work smartphone. That is how they are differentiating, and although it might not be the flashiest phone, it is important to have an effective user-friendly smartphone professionals and business people can rely on to complete their everyday tasks. Too many businesses rely on Blackberry for it to end anytime soon. It is also hard to imagine a professional being more effective with an Iphone, there are too many distractions on that thing.
One reply on “RIM losing but not lost”
I’m glad to see I’m not the only one still in love with my Blackberry! I agree with you – they’re clearly dropping in market share but an ultimate extinction is not likely. What it comes down to now is their targeting and re-positioning strategy!