James Cowan talks about the reasons why Blackberry is at a continuous downfall position in his post “We respected BlackBerry, but we never loved it”. Basically what he is saying is that BlackBerry has been failing because of its lack of advertising and sales pitch.
I agree with him that advertising and developing good sales pitch is indispensable for selling a product. For example, Apple’s commercial is always simple but attracting and innovative. Lots of consumers simply believe that what shows up in the commercial is exactly the experience they will get by purchasing the products. However, I believe that innovation plays a more important role in selling products. The fact that Blackberry is lack of innovation directly leads to its downward-falling situation. Apple is a good example of an innovative company. Almost each time when it launches a new product, there are some new features. For example, the Siri voice control since iPhone 4S assists users to navigate what they want simply by speaking to their phones. But Blackberry’s strategies do not correspond to customers’ needs and the advancement of technology.
To sum up, if Blackberry wants to survive in the smartphone industry, it needs to change its strategies such as more advertising and innovation on the products.
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