It’s not just about the second-quarter earnings which showed a near $1 billion write-down for unsold Blackberry Z10 phones. It’s not about the fact that the BlackBerry PlayBook, the company’s first and only tablet offering, failed. It’s not about the fact that CEO Thorsten Heins, who took over Jim Balsillie and Mike Lazaridis, was stiff and never resonated with consumers, the media or investors. BlackBerry’s downfall stems from much more than that, going back six years.
http://bgr.com/2013/09/30/blackberry-downfall-analysis-iphone/
One day the professor in COMM101 asked that how a company may lost 1 billion dollars, which let me lost in thought.In 2007, BlackBerry was the leader of the tech industry even though in that year Apple announced the iPhone, with then CEO Steve Jobs introducing the revolutionary phone.
But things changed right now. Millions of crowded forward to buy a iPhone5s in the midnight while BlackBerry is seldom to be seen on the street.
In the past, BlackBerry was known for its well-designed system and the friendly control method. However, when iphone leads whole world with touch screen and modern larger one, and sooner became what customers really prefer.
At that time, BlackBerry didn’t catch up with the fashion and still sticked to its keyboard. Even though BlackBerry tried their best to renew its system and developed new phones with touch screen, it seems that the things didn’t go well at all. In the contrary, siri, google voice and the fantastic outlooking of products from other companies make people feel that BlackBerry is poor in producing smart phone, which leads to the result that BlackBerry is no longer preferred by the most of customers. It could be a mass with marketing failure, accounting failure and many other troubles happen together that make a company lost 1 billion in a quarter year.