Blackberry, a brand once so iconic that its name itself was more of a dominating factor in its sales than its features, With its fancy keyboard and the little scrolling ball in the centre, the brand was flying high and the same was reflected in its numbers, with Blackberry capturing 43% of the market share in 2010. But, the path which they so adamantly followed was a sure-shot recipe for disaster. Blackberry’s downfall took place due to the absence of some crucial elements, like:
🤳🏽Tastes and Preferences
Blackberry’s then parent company’s biggest enemy turned out to be their own stubbornness, as they decided to stick to their QWERTY keyboard in an attempt to make it their identity. Adding to that, their ignorance of the tastes and preferences of consumers didn’t do them any favours either. While their phones still had desirable physical attributes, they weren’t a match for the new and exciting experience of using a touchscreen smartphone with a variety of apps being developed for their OS.
Even when Blackberry decided to build screen touch devices, they still opted for the hybrid pattern, i.e., consisting of a screen touch keyboard along with a typing board as well. And sure enough, the whole concept of having an additional typing keyboard felt unnecessary to users. It also contributed to its weight and the degradation of its appearance, which in turn made it less appealing. While its messaging service BBM was just restricted to their own hardware, its competitor Whatsapp, used this to its advantage by providing its services around the globe, gaining a huge user base.
📱Apple and Samsung
While Blackberry kept the consumer’s wants on the sidelines, the other players in the market, such as Apple and Samsung, stepped up and understood the current demand in the market and reacted to it. They provided a refreshing smartphone experience, with a slick design and a fulfilling touchscreen interface, along with constant innovations and upgrades.
Blackberry’s own success produced a lack of awareness of its competitors’ efforts. They were content with their existing product, which made them reluctant to adapt to changes. In conclusion, if you are not willing to improve in this fast-paced world, you can easily get lost in the crowd.