In Samantha Solomon’s “Like Comparing Apples and Blackberries”, she compares the sales of the new product of blackberry, the passport and iPhone 6 of Apple and the struggle that Blackberry is going through. At the first weekend of releasing , 200,000 units of passport were sold which is only one-fifth of the number of units that iPhone 6 sold at the first weekend. “In such a competitive smartphone market, Blackberry is yet to establish a customer segment with their new expensive yet unique device. ” In deed, Blackberry is lack of point of difference at the current point. It used to be individualized for business people by its outstanding email system and security reasons, but other smartphone brands have been diminishing the advantage of that.
Even though we admit that Passport is a brilliant device, but Blackberry have not made full efforts in marketing. Low investment pumped into marketing department is barely a good idea for such a dog-eat-dog smartphone market, especially Blackberry has been holding less and less share each year since 2008.
Samantha’s Blog:
https://blogs.ubc.ca/samanthasolomon/2014/09/29/like-comparing-apples-and-blackberries/
Other Resources: