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Essay on Blackberry: The Death of QWERTY Keyboard

essay-on-blackberryDue to today’s sophisticated technologies there are a lot of gadgets and gizmos these days. Some of them may serve you for long, but some of them will stay with you not for a long time. They can even disappear from the world’s market for good. It does not necessarily mean that the quality of the product was bad, the company may just stop manufacturing the products of own brand or declare its bankruptcy.

 

This is exactly true about once adored and worshipped cellphone Blackberry. Canadian company Blackberry has officially announced termination of manufacture of their own mobile smartphones. The company had put only 400 thousand smartphones on the market in 2016, which is three times less than the year before. At the peak of its popularity, smartphone shipments reached 15 million phones in 2010. What was once popular and lucrative just five years ago had now stopped its existence.

Before the advent of iPhone in 2007, the company Research in Motion was one of the market leaders and held 5% of the global smartphone market. But as a number of other companies, such as Nokia, Microsoft, Motorola, HTC, Research in Motion did not pay attention of Apple’s trying to enter the smartphone market. Even Apple itself did not strongly believe in its future success.

But over the next few years the situation had changed dramatically. With the popularity of iPhone situation was becoming worse and worse for RIM, the company was losing its popularity in American and European markets. As it turned out, QWERTY-keyboard which is the main feature of BlackBerry smartphones became uninteresting with the advent of high-quality touch screens. And all RIM schticks, such as secure messenger less and less made potential customers interested.

Sales decreased catastrophically, the transition from QWERTY-keyboard to touch keyboard and transition from their own platform to Android one did not help, as well as re-branding: instead of RIM, it was renamed to BlackBerry.

And this is when the results showed that it was time to change the strategy of the company. All functions in the development and production of smartphones will now be outsourced. And instead, Blackberry will focus its attention on software production believing that that these measures will increase the effectiveness of invested funds. All the software will be sold by the company to other companies-manufacturers of smartphones, as well as tell the brand name itself. Company’s decision to stop manufacture is not the only one of its kind. Competition with Apple took other companies out as well, as iPhone has more than 90% of the revenue from the smartphone market. The rest goes to Samsung.

In just a few years the production of smartphones has shifted towards Asia. According to Strategic Analytics, among the five powerful smartphone manufacturers there are three Chinese companies (Huawei, Lenovo and Xiaomi) and Samsung from South Korea. Special place goes to Apple, which for many years firmly holds the second place. The other companies gradually refuse to invest in a competitive market as in the case with BlackBerry. It proves the fact that nothing lasts forever and all things will pass.

References:

  1. Duggan, W. (2015). Apple Vs. BlackBerry Market Share. [image] Available at: http://www.benzinga.com/general/education/15/04/5416376/there-are-no-good-and-bad-stocks-theres-only-good-and-bad-timing. Global smartphone OS market share held RIM (BlackBerry) from 2007 to 2015, q. (2016). RIM's global smartphone quarterly market share 2007-2015 | Statistic. [online] Statista. Available at: >http://www.statista.com/statistics/263439/global-market-share-held-by-rim-smartphones/
  2. Kokalitcheva, K. (2015). Ex-BlackBerry CEO Admits Why its Most Important Device Failed. [online] Fortune. Available at: http://fortune.com/2015/06/10/blackberry-storm/
  3. Global News, (2013). BlackBerry timeline: A look back at the tech company’s history. [online] Global News. Available at: http://globalnews.ca/news/860689/blackberry-timeline-a-look-back-at-the-tech-companys-history/
  4. Us.blackberry.com. (2016). The BlackBerry Advantage – Corporate & BYOD security - United States. [online] Available at: http://us.blackberry.com/enterprise/why-blackberry.html#whyblackberrysecurity
  5. International, M. (2013). 10 Successful American Businesses That Have Failed Overseas - International Business Degree Guide. [online] International Business Degree Guide. Available at: http://www.internationalbusinessguide.org/10-successful-american-businesses-that-have-failed-overseas/


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