The basis for the success of almost any company is an idea that can hook a customer. However, no less important is the implementation of the existing concept, the correct strategy, and timely adaptation to changing conditions. The purpose of this essay is to explore BlackBerry’s history, the reasons for its success, and the factors that led to its downfall.
Since its inception, the company has been developing wireless communication devices, the first of which were pagers. The main direction of expansion for the company was the development of devices for corporate text communication. Because text messaging was a complicated procedure at the time, BlackBerry decided to simplify the process as much as possible and release a product focused on the needs of entrepreneurs. Following the BlackBerry 850 pager in 2000, one of the first smartphones in the mobile device industry, the BlackBerry 957, was created. Thus, this company, together with Microsoft, is one of the pioneers in multifunctional mobile devices.
The BlackBerry product presented several unique features that have become iconic for all users. For ease of use and speed of typing, a comfortable QWERTY keyboard has been introduced. BlackBerry was very user-friendly, aimed at a wealthy audience, which made it possible to add many advanced technologies: from a touch screen to a high degree of information security. At the time of its peak, the company was able to actively develop innovative technologies and popularize them as much as possible by focusing on business people. However, the unfortunate outcome for the company was predetermined precisely by its popularity and fixation on already working ideas. By 2010, BlackBerry even had government contracts, which to some extent, held back the development of further technologies. Additionally, BlackBerry executives did not consider the booming full-touch iPhone to be a significant threat, as sales of these devices were significantly lower in the early years.
Thus, creating a device for effective text communication using a QWERTY keyboard has allowed BlackBerry to take over the mobile phone market and implement many disruptive technologies. However, the same keyboard became the key to the defeat of the corporation, since the company did not abandon it in time in favor of a full touchscreen. BlackBerry did not respond to the changes in the market, influenced by the iPhone’s arrival, which led to its downfall.