Blackberry, which used to be the dominated player in smartphone’s industry, is now in deep trouble. As we all know, Apple is the first brand to enter full-touchscreen smartphone market, it helps them to be easier remembered by the customers. For the blackberry, things becomes challenging because they have to enter the new market and convinced customers with better features and successful marketing strategy. Obviously, blackberry failed to do that.
As its market share shrinks rapidly and its new products do not meet customers’ expectation, the company’s key partner, Rogers will no longer keep their new product in stock. In other words, with blackberry’s frustrating performance in recent years, even the local Canadian wireless telephone company begins to lose confidence and patience to their hometown partner. The no-stock decision shows that, in the past blackberry’s smartphone must be stocked quite a long time by Rogers, which in turn added extra cost for them. Although the spokesman emphasize that Rogers are not their only partner, it is hard to deny that other wireless telephone companies face similar problems.
What we can learn from blackberry is that, one company should always be sensitive to the emerging new technology, or they will be left far behind in the new competition, although they are at leading position right now.