Where did BlackBerry go wrong?
It seems like Thorsten Heins had the perfect strategy on paper:
1. Release Z10 with BB10 - Stop the bleeding to other popular touch screen smartphones, show that BB can make a mainstream touch screen device, basically keep BB relevant
2. Release Q10 next - Knowing that hard core BB keyboard users will hang on longer, it made sense to release the Q10 after the Z10
3. Next launch the Q5 - After two high end devices, it was time to address the prepaid/lower end market in emerging economies in Asia with the lower speced Q5.
4. Next big launch - Z30/A10 - After about a year, it is time to show off a new phablet form factor device to round off the portfolio.
It was a great plan. What went wrong?
Last edited by saintforlife; 08-13-13 at 01:54 PM.
- 08-13-13, 01:47 PM #2
Very poor execution and marketing of said strategy.The reason big new things sneak by incumbents is that the next big thing always starts out being dismissed as a “toy.” This is one of the main insights of Clay Christensen’s “disruptive technology” theory.
- CrackBerry Abuser
08-13-13, 01:47 PM #3
- 216 Posts
The whole plan is good, but way too late. BB10 should have launched instead of the Storm (aka iphone killer...not). They have steady lost market share since launch of the first attempt at a touch screen
Posted from my amazing Z10
- 08-13-13, 01:52 PM #6
I think they underestimated how bad public sentiment was /is towards bbry. A few more apps couldn't hurt. But apps would have came with sales. There is nothing really wrong with the devices.
Posted via CB10
- 08-13-13, 01:55 PM #8
Blackberry went wrong when it thought it didn't need to counter the iPhone. Not evolving their plan, over confidence/arrogance. Once your brand is ruined, it takes a long time to build it back up. Consumers moved on and developers ignored them.
Last edited by jeffydude05; 08-13-13 at 02:07 PM.
- 08-13-13, 01:56 PM #10
Because they told everyone BB7 would be amazing, Then it wasn't.. then everyone left BlackBerry.. Now everyone is stuck in "BlackBerry is S**t mode" and won't come back
Think how many people bought BB7 phones? So imagine if bb10 would of launched when BB7 did, In it's place
Posted via CB10
- 08-13-13, 02:02 PM #11
The question is where did they go right?
Hardware was not "special", and was over priced compared to other hardware release at the SAME time.
OS was not finished. Far from being feature rich, and failed to deliver a true BlackBerry experience. Never mind the poor initial battery life and reboots.
Platform was far from what was needed. Deal breaker for most consumers, much less being worth a premium on the hardware.
Thor kept having that "If you build it they will come" dream, and he believed it. BlackBerry didn't do anything that really made it seem like they were even serious about the launch here in the states. By the time devices where available the buzz had died down and people were already questioning the chances of a come back.
Plain and simple they were not ready to do the launch!
- 08-13-13, 02:05 PM #13
I think it's as simple as too little, too late. They arrogantly ignored Steve Jobs and paid the price. Now the market has moved past them, the ship has sailed, all very sad.Z10 OS 10.3.1.038 (STL 100-2)
Mrs Pilchard has a Passport
Playbook (best not talk about that one)
iPhone 6+Thanked by:
Morpheus v7 (08-13-13)
- 08-13-13, 02:25 PM #15
BBRY made so many bad choices. The decision to use QNX as the base of BB10 and their roadmap for BB10 development are two foundations for their problem.
BB10 took too long to develop, the finished product had hardware requirements that were impractical for low end or even mid-tier devices, and the development costs appear high.
BB10 built on top of Android would have eliminated most of BBRY's current problems. Even an acquisition of WebOS could have significantly sped up and reduced issues in BB10 development. Or Linux? Why not use Linux as a foundation like Nokia, Samsung, Intel, and Canonical??
Last edited by sentimentGX4; 08-13-13 at 02:40 PM.
- 08-13-13, 02:30 PM #18
- 08-13-13, 02:33 PM #20
By not kicking Basille and Lazaridis to the curb sooner than they did. The two of them hadn't done anything innovative for the previous 5 years and that's not good.
If the Z10 (or something like it) had hit the streets 2 years ago, we'd be having a whole different conversation today.Thanked by:
Todd Ouellette1 (09-16-13)
- 08-13-13, 02:34 PM #21
- 08-13-13, 02:38 PM #24
How would using android lower hardware requirements? It would actually raise them as it takes quad core android phones to get the same performance apple and BB get out of duel core phones.
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