While I was reading through my fellow classmates’ blogs, the word “Blackberry” in Iris Gu’s blog title stood out to me.  Blackberry used to be one of the world’s leading cell phone brands, but in the recent years, their sales plummeted.

Iris wrote in her blog that Blackberry cannot make a come back with the keyboard market because it cannot compete with the touchscreen market since they’re competing for the same market share.  I personally disagree as I see the users that prefer a physical keyboard on their phones are in different customer segment than those who prefer touchscreens.  I understand that most current smart phone users prefer touchscreens, but if Blackberry can shift their goal of competing with Apple, Samsung, and other cell phone companies, and into targeting consumers who are not satisfied with a touchscreen, then it has a chance of reviving its sales.

It is almost impossible for Blackberry to even attempt to break into already established leading cell phone companies’ customers base because it cannot compete with the brand recognition and customer loyalty that the other companies have already established.  However, if they can take over those who prefer physical keyboards over touchscreens, and then slowly build up their reputation again, then they have a chance of making a come back.