Written by: Alex Johnson
One of the most competitive markets around today is the technological market. Whether it’s phones, computers, or anything in between, the race to create the most appealing and innovative technology is just beginning. BlackBerry is a company that once sold smartphones so popular that they were referred to as “CrackBerrys.” So what happened to the once popular smartphone producers?
In the past few years, BlackBerry has failed to keep up with the technological advances of Apple and Samsung. It seems as though their prospects are continually dwindling, with their share in the smartphone market shrinking from 4.9% to 2.9% in just a year. Blackberry has taken the spot of 4th place behind other popular phones such as Androids, iPhones, and Microsoft. “Blackberry really missed the whole transformation of the smartphone,” Segan said. Apple and Android phones continued to grow and become more and more popular, but Blackberry failed to release an really new or “exciting” hardware for its customers, ultimately causing its shares to decrease.
Blackberry recently released the Z10, their newest smartphone, in January of 2013. The reviews of the new phone were mostly positive, but there was nothing really new about the phone. It mirrored most other smartphones on the market, and therefore failed to change the company’s prospects.
The fate of Blackberry resembles a recent situation that occurred with another well known company—Dell. Dell was once a powerhouse in the world of PCs. “It’s made-to-order model was no longer viewed as useful for consumers, while tablet computers and smartphones sapped demands for PCs” (Blackberry, Meet Dell). Dell was once the the number one PC maker in the entire world, and they have now fallen to number three. Both Dell and Blackberry can attribute some of their downfall to Apple and its increasingly new and inventive products. In 2009, BlackBerry had nearly 50% of the market of operating systems in smartphones, according to IDC. It now has 2.1% (Blackberry, Meet Dell). Dell faced a buyout, the purchase of controlling interests in a corporation by another corporation, after many failed attempts to return to the top of the market.
Blackberry faces a similar fate to Dell, but considerably worse. Blackberry’s continuing efforts to pull themselves out of their never-ending slump just were not working for the company. They attempted to “run a rapid auction and have a buyer identified in a few months” (Blackberry, Meet Dell). The company has announced a $4.7 billion buyout offer. Many investors are tentative towards the offer because they aren’t sure if they see a future in the company.
"Taking BlackBerry private doesn't solve the fundamental problems," said Ovum analyst Jan Dawson in a report. "It's likely that BlackBerry will be out of the device business entirely by the middle of next year. Unless Fairfax plans to radically change or accelerate BlackBerry's strategy, it's unlikely to be able to turn the company around.” (Blackberry Gets Buyout Offer).
So what is the fate of Blackberry? We may not know now, but let this company and other companies like Dell be a lesson to the rest of the market. If you plan on staying around, competition is key. In this world of ever changing technology, businesses must keep up with the world transforming around them and continually challenge their competition. Consumers will always want the newest and most interesting product.
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