Blackberry Case Study

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“What happened with Blackberry?” and “How is it right now?” are the most serious questions that people concern about Blackberry. It’s a big question that why a company which was a global leader in mobile community became so below the smartphone industry. Moreover people now wonder whether Blackberry-Passport which just released on September 24th 2014 can be able to pull Blackberry to its top place. In 2007, Blackberry was rated the best in smartphone business in America. More than 1 of every 3 people decided to go for Blackberry. However, everything changed after Apple brought out their first smartphone in 2009. Touchscreen and Iphone’s Safari web browser were two features that consumers wanted the most at that time but Blackberry failed …show more content…

Blackberry’s R&D department missed understanding their royal customers. Their famous hardware keyboard disappeared in the new model while their customers refused to turn to Iphone because they still find attracted with that keyboard. Also Blackberry was always slower than other smartphone companies in developing new features. The specific example is Blackberry Apps World which was out a year after Apple’s iOS and Google’s Android. Their apps also were expensive and not good enough for their customers to compare and use them. Their lateness made them lose a lot of customers. Blackberry customers still had to pay for their apps while Iphone’s could get the for free. This was unacceptable because anyone who is in business knows that people love free stuff and it became the other reason that Blackberry lost their …show more content…

This can be a revolution for the difficulty of Blackberry right now. Good news is that after Passport went out, Blackberry Limited can decrease their net loss from $5,450 million to $332 million due to the report on November 29, 2014. There are a lot of implements about this new release such as Blackberry’s famous keyboard is back but they also have predicted type feature which is very popular in smartphone right now. Better camera, better memory, Blackberry now seems knowing that they need to focus on general customers, not business purpose only. Changing in their target customers can help extending their consuming. As a result, they can be back to make more

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