If smartphones were cars, a Blackberry would be a Kia (a good quality product but people are wary to try it), Android would be a Chevrolet (a phone for the masses and so so quality) and the iphone would be a Mercedes (premium price, high quality and high service).
Blackberry needs to ramp up the advertising to spread the word and drop their prices. You can't sell a Kia for the same price as a BMW.