Originally Posted by
Deckard79 On the back of Blackberry's quarterly results, it is now clear that the company is in dire trouble. Its last hope of a revival, BlackBerry 10, has thus far failed to gain enough traction with only approximately 2.7 million devices sold. BlackBerry's overall user-base continues to slide, and its traditional sources of revenue are drying up.
$3.2 billion in the bank will keep them safe for now, but such an amount is quickly eaten up, especially with planned increases in expenditure and further losses predicted next quarter.
As a BlackBerry fan, I hoped for a different story. But to be honest (and I'm sure many others here will feel the same) I wasn't that surprised.
Over the past year I have noticed an ever increasing number of strange strategic decisions, embarrassing PR incidents and missed revenue opportunities.
I don't know whether I'll stick with BlackBerry or not. But regardless, here is my bullet point guide to what's gone wrong, and what BlackBerry must do NOW to reverse their slide into obscurity:
1) LISTEN TO YOUR CUSTOMERS.
In order to retain a loyal customer base, this is absolutely vital. BlackBerry simply haven't been doing this enough (if at all).
Examples - huge amounts of complaints about 90 day limits on email. Do business people need this? OF COURSE they do! The number of times I have to revert back to emails from 2012, 2011, even 2010... a lot of business is done long-term. It's such an obvious requirement, particularly for a smartphone provider with a loyal business user-base, that it simply defies all logic to try to argue this away. Simply - failing to do so is losing BlackBerry customers it can't afford to lose.
Random reboots - Again, vast quantities of complaints on this one. Fixed for some, not for others. It's still ongoing, 6 months in.
BB10 Playbook. The argument on whether BB10 on PlayBook was plausible, technically viable is beside the point. BlackBerry PROMISED it. A large number of customers bought the device based on this news. Those same users asked questions when news of the update dried up. First the answers were vague, then BlackBerry suffered an apparent 90 day memory-loss and forgot the device existed, refusing to even use the word 'PlayBook', babbling about evaluating their strategy. That was a kick in the teeth for large numbers of BlackBerry faithful, and a PR disaster. Even if BB10 wasn't coming, BlackBerry would have been far better off telling it straight, with a full explanation, months and months ago.
When your user-base tells you, on mass, that they need something, you'd better listen. Because if you don't, they'll be gone before you know it.
2) UPDATE BB10 FASTER. MUCH, MUCH FASTER:
This was mentioned to some extent in the CrackBerry webcast today. BB10 has the makings of a good OS, but there is still a large number of outstanding bugs. While some are (slowly) being fixed, others are being introduced. The user experience hasn't improved enough, or quickly enough, since launch. BB10 is competing with more mature OS's from Google and Apple, and that means BlackBerry have to work faster than both of those to make up ground. BlackBerry aren't doing this - on the contrary, they're falling further behind.
Example 1 - multiple alarms. Planned in 10.2... which is at least 3 months away. That's 3/4 of a year to deliver something most decent coders could sort out in a couple of days. And the BB10 faithful have been demanding it since day 1. Not good enough, pure and simple.
BlackBerry needs to put everything it has into improving BB10, not to the point where it's 'almost' or 'about' as good as Android or iOS, but to the point where it's better.
3) DITCH BBOS.
Talked about in the webcast so I won't go on about it too long. Announcing that you're abandoning an update to BB10 of a dual-core, already QNX touch device while announcing yet another legacy BBOS7 product is just... demented. It sends out a confusing message. B10 is just an OS - one which we're lead to believe is highly scalable with less refined hardware. So push BB10 100%! God, how can BlackBerry not see this?! It defies belief. Which leads me to...
4) MORE COMPETITIVE PRICE POINTS, ALL PRICE POINTS COVERED
There's a Nokia Windows Phone 8 smartphone on the market that has a quick dual-core CPU, a nice screen, a decent camera, a silky smooth OS and good battery life. It costs about �120 new. The Q5 costs THREE TIMES MORE, and its build quality appears to be worse. Who's BlackBerry kidding other than themselves? The Q5 needs to be cheaper - a LOT cheaper, or it won't gain any traction. That or they need another, really good device lined up in this price bracket.
5) ADVERTISE LIKE MAD
Yes, BlackBerry are advertising, and yes I've seen BlackBerry commercials. But it's nowhere near enough to give BB10 the exposure it needs. Quite simply, BlackBerry should be aiming for absolute commercial saturation - ads EVERYWHERE. And good ones. Because Apple, Google, Samsung, Nokia - they're doing just as much, and at present they're a heck of a lot better at it.
6) BETTER HARDWARE
Specs shouldn't matter - BlackBerry and BlackBerry faithful can claim it's all about the end-user experience, the flow, and not the hardware powering it. But that's simply a lie. People care about specs whether they really matter or not. People want the latest and greatest - it makes their purchase feel more special, more justified. The Z10 was mid-specced on release, and priced as a top-end product. Likewise the Q10. BlackBerry won't get away with that. They just won't. Profit margin on devices sold matters less than the long-term profit made from users buying into an ecosystem. So BlackBerry's current hardware strategy is utterly short-sighted, and needs to change now.
Do all of the above and then, maybe then, BlackBerry will stand a chance. Otherwise, BB10, BlackBerry's last great hope, will sink and take the company down with it.