Blackberry: Rise and Fall of a Legend

BlackBerry was supposed to lay the groundwork for the smartphone, but ultimately failed to survive in this race.

On February 18, OnwardMobility officially announced the cancellation of the BlackBerry 5G launch plan, which had been delayed several times in 2021, extinguishing hopes that the “blackberry” would be revived.

Blackberry: Rise and Fall of a Legend

With its distinctive small handheld device (PDA) design, non-touch keyboard, and lack of updates for newer models, BlackBerry can’t live up to the standards of a smartphone. now. Many people consider Blackberry “dead” since the iPhone and Android smartphones launched. This is truly a bitter end to a legend.

Massive successes

Research In Motion (RIM) launched the BlackBerry two-way messaging device in 1996 under a contract with the Canadian telecommunications company Rogers. It was designed to send email and messages over wireless networks, an innovation at the time.

In 2002, BlackBerry evolved from a pager to a mobile phone, with the addition of a keyboard. Over the next few years, RIM gradually added more features to compete with the competition, such as color screens, Wi-Fi, and built-in cameras, making the Blackberry a luxury icon for the wealthy and even as powerful as former US President Barack Obama.

By 2007, BlackBerry had expanded its reach to a more affordable segment, typically high school students, offering popular features like email and surfing the Internet. Outside of MySpace and Facebook, social networking was still not very popular at the time, but people were very excited about the idea of ​​being connected 24/7 through BlackBerry, especially with instant messaging (BlackBerry Messenger). ).

The excitement of users sent BlackBerry profits skyrocketing, bringing in more than $3 billion in revenue with net income of more than $631 million. According to The Guardian, at the end of the 2000s, RIM dominated 43% of the smartphone market in the US, 20% globally, and sold more than 50 million BlackBerrys a year.

When Apple launched the iPhone, RIM began to have rivals. Although businessmen remained loyal to phones with keyboards, BlackBerry couldn’t hold its ground in this battle.

Consecutive failures

In 2008, to keep up with the changing mobile industry, RIM released the first touch screen phone called BlackBerry Storm. Initially, the Storm sold very well because the BlackBerry brand was still famous at the time and Verizon developed a strong marketing campaign against the iPhone, which was AT&T’s exclusive customer.

But the fun only lasts until people start using the product. John Stratton, then Verizon’s chief marketing officer, told Jim Balsillie, then RIM’s CEO, that one out of every million Storm phones sold was one that had to be returned, but had just been replaced. After that, the product still has the error. Storm turned out to be a “disaster” because of its slow performance and full of errors, so much so that Stratton wanted RIM to pay Verizon nearly $500 million to cover the loss.

Three years later, RIM developed its first mini tablet, called the BlackBerry Playbook. However, due to the lack of an email client, it is completely useless to business people.

In 2013, after RIM changed its name to BlackBerry, it released the full touch BlackBerry 10. Unfortunately, it comes at the worst possible time. iPhones and Android smartphones at the time dominated the smartphone market, causing BlackBerry’s global market share to plummet to less than 1% in 2017.

Slow but uncertain

OnwardMobility’s attempt to bring BlackBerry back from the dead is a nice move to save a legend, but in reality it’s completely futile.

BlackBerry may have been the king of the smartphone industry in the early years of the last century, but now that position has been replaced by Apple and Android. BlackBerry 10 removed the physical keyboard to keep up with the market, but it was too late.

“Slowly but surely” is not always a truth, Blackberry is a living proof of that.

Huong Dung(According to Digital Trends)

Hope to revive BlackBerry is off

Hope to revive BlackBerry is off

More than a month after declaring “we are not dead”, OnwardMobility officially announced that it was canceling plans to launch a 5G BlackBerry phone.


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