A large component in the success of a product is not only reaching points of parity, which basically are the standards in an industry, but also being able to show the features of a product, what exactly is different about the product. As discussed in The Globe And Mail, RIM, the producers of Blackberry phones once were at the top of the mobile phone market, but when Apple announced the iPhone and the arrival of Android devices from Google and other manufacturers, Blackberry not only refused to stick by their points of differentiation, but also released disastrous new products that were often a response to the market and were late to the mind of the consumer. Things that were pushed by execs such as a proprietary messaging server, BBM, to replace SMS, never caught on. Instead of sticking with their keyboard-based phones, which were highly popular with business users, RIM released a Z10 phone with little differentiation from competitors in an already crowded market. This disastrous launch, along with other blunders made by RIM, show why differentiating yourself in a market that is as highly competitive as cell phones is extremely important, as well as adapting to changes in consumer preferences.