On September 23rd, BlackBerry made an announcement that they are willing to privatize the company by making a deal with a group of investors at preliminary $4.7 billion. This news may not be shocking to the customers as well as the market because BlackBerry’s fall has been lasting for a period of time due to the competitive market- the wild popularity of Apple, the increasing users of Samsung as well as other Android smartphones. It is true that BlackBerry’s software has advantage in terms of company management and privacy, and the fans of BlackBerry, such as “corporate road warriors” and “text-happy youths”, still exist. Based on the whole market, BlackBerry is losing its competition and users, and this is easily seen form the flop of BlackBerry Z10 and the dropping share price.
Nothing last forever, the decay of BlackBerry as well as all the companies is unavoidable. Chances are that blackberry can reborn, but maybe in a different focused market. Personally, BlackBerry should think of their brand positioning and value propositions for the sake of revivification. Getting into the mind of the costumers based on the new analysis of the current market is necessary for BlackBerry to produce new products that satisfy users’ needs. Furthermore, repositioning the competition is supposed to be useful. The company should let customers know their completions and know why they are unique comparing with other competitors such as iPhone, Galaxy of other smartphones.
Sources Link:
http://www.economist.com/blogs/schumpeter/2013/09/blackberry
Leave a Reply