Blackberry used to be a leader of mobile technology before it became a piece of history in phone market. Blackberry is out-competed and it fails to adapt to competitive market.
When we think about Blackberry, the first thing comes to our mind is its physical keyboard. As Emily Yang mentioned in her blog, “I think a physical keyboard is one of their great advantages ” and she pointed out that the reason why Blackberry failed is that it has followed the current trend, touch screen, and lost their own advantage. That is true. But this is not the only reason. We all know how huge the impact iphone has done to cellphone market and how it shifts customers’ preference. Blackberry failed to find the balance between its advantage and touch screen. Meanwhile, a split operational model also results in failing. One part design and manufacture phones and the other part sell products means that feedback from customers cannot be sent back directly to producing part and they cannot make promotion timely. As Emily mentioned, if blackberry can find balance between their features and trend, it still has chance to come back to market.
Resources:
Emily Yang’s blog: https://blogs.ubc.ca/yiyang/2013/10/05/blackberry/