AMITY INTERNATIONAL BUSINESS SCHOOL |
Fall of Another Smartphone Giant-Blackberry |
Another Example of Technology Obsolescence and Strategic Failure |
Ghan Shyam Rathi
Once a pioneer and leading light in the smartphone market, BlackBerry is in a potentially terminal downward spiral. The Canadian company, formerly known as RIM (Research in Motion) established an iron grip on the enterprise and successfully bridged the gap from pager, to handheld computer, to smartphone. It was once the dominant smartphone due to its mobile email popular with businesspeople and tech-savvy consumers. Nicknamed “the CrackBerry” because it was so addictive, the device was declared by Oprah Winfrey to be one of her “favourite things”. US President Barack Obama could not bear to part with his BlackBerry and Madonna said she slept with hers under her pillow.
In the last couple of years Apple's iPhone and Google's Android platform have taken over with a combined market share that tops 90 percent. Struggling to arrest a declining user base, amid poor sales of its latest devices, we are now hearing that BlackBerry might sell up.
BlackBerry Limited, formerly known as Research In Motion Limited (RIM), is a Canadian telecommunication and wireless equipment company best known as the developer of the BlackBerry brand of smartphones and tablets. The company is headquartered in Waterloo, Ontario, Canada. It was founded by Mike Lazaridis, who served as its co-CEO along with Jim Balsillie until January 22, 2012.
Early models and enterprise growth
The company worked with RAM Mobile Data and Ericsson to turn the Ericsson-developed Mobitex wireless data network into a two-way paging and wireless e-mail network. Pivotal in this development was the release of the Inter@ctive Pager 950, which started shipping in August 1998. About the size of a bar of soap, this…...