BlackBerry was once a big impact in mobile phones industry during 2010 and 2011. When it first launched the BlackBerry Bold model, its keypad and simplicity captured the public’s attention. This was the phone that was well-known around business professionals. Every business professional owns a BlackBerry phone because of its efficiency, i.e. emails, and its app such as BBM. The keypad is similar to computer keyboards creating an image of a smaller laptop, allowing users to type messages faster. The BBM app was a huge hit, users slowly became loyal to the BlackBerry community due to its simple yet efficient communication system. This was the main reason why most companies had all its employees to have a BlackBerry phone for a faster communication.
However, BlackBerry failed to hold its position in the industry as a leader. Because its competitor, Apple, soon created smart phones which changed the whole market behaviours around. BlackBerry then started losing all its consumers, even the loyal ones. The simplicity of iPhones and the wide range of apps allowed users to customize almost everything about their phones. Less and less people concern about the price or the functions of the phones, because great phones like BlackBerry still have a relatively lower price with the most fundamental functions.
To stay on the market, BlackBerry started producing smartphones. Recently it even partners with Porsch to create a luxurious and limited-edition phone. I do not believe BlackBerry will be successful. Because it’s target segment is too narrow, and its innovations are not enough to keep up with its competitors, and the customers wont buy a new phone just for its luxurious look while having the same functions.
