5 Reasons Why Blackberry is Losing Its Appeal
For many Blackberry owners, the thought that their addictive device could lose its market share and become a fallen giant, like the “Palm Pilot” and “Polaroid instant camera” of the past is laughable at best. But the smartphone pioneer is losing favor in the eyes of consumers; diminished in stature from its once illustrious position. Blackberry’s reduced appeal is arguably the result of a combination of critical mistakes "101"--five (5) distinct reasons to be exact--forcing the iconic name-brand spiralling downwards.
Number (1): Foresight and Innovation
The trailblazer “smartphone” known in the business community as the original wireless, handheld computer-gadget with multiple communications’ channel, somehow forgot its first formula of success, that is: staying on top of cutting edge technology. Blackberry was a wildly popular innovative tool for corporate executives, but over the past couple of years it has not done much to stay ahead of a rapidly evolving technology market.
Number (2): Target Customers
Research in Motion (RIM), makers of the Blackberry, designed its smartphone to target business and government customers. Since then, corporate attitudes have changed; no longer are businesses freely handing out smartphones or deciding for employees which phone they should use. The Blackberry appeal has turned from an executive perk to a mass market device, and without the technology upgrade to go along with it.
Number (3): “True” Consumers
After assessing Blackberry’s lackluster sales in the market, newly appointed chief executive,Thorsten Heins said: “We believe Blackberry cannot succeed if we try to be everybody’s darling and all things to all people,” he told analysts. This is an indication that Heins plans to return to corporate as its target customer. Currently consumers are switching to trendier phones from Apple and Google’s Android, using them for both business and personal purposes.
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