Mumbai: BlackBerry smartphones were once high-status and leading-edge. Still, they are now remembered for the company’s missed chances and errors when competing. The brand that always offered secure messaging and physical keyboards declined everywhere, including India, because Apple’s iPhone and various Android smartphones caught up to it. Even with nostalgia, industry analysts discuss what pushed BlackBerry toward its decline.
During this period, business people and technology enthusiasts worldwide embraced BlackBerry, Canada’s Research In Motion (RIM) product. Because of its secure email, top-notch messenger service, and distinctive keyboard, many organizations in urban India loved the BlackBerry. In 2010, BlackBerry was responsible for 16% of all smartphones worldwide, and its Bold and Curve models were often seen by celebrities and influential businesspeople in India.
But the situation changed very fast. Apple’s introduction of the iPhone in 2007 and Samsung’s, HTC’s, and others’ releases of smartphones with Android altered what people expected from technology. Anshul Gupta explained that BlackBerry didn’t change with touchscreen phones trend. Unlike other brands offering minimalist phones, BlackBerry remained loyal to its keyboard phones and lost many new users.
While BlackBerry held 10 percent of India’s market in 2011, that share dropped to less than 1 percent by 2016. As Android phones from Micromax and Lava offered more for less, Apple found competing with their screens, various cameras, and Google connections challenging. BlackBerry’s operating system couldn’t compete with iOS or Android for their variety without an extensive selection of apps. “What people in India wanted were WhatsApp and Instagram, while the BlackBerry app store had nothing,” said tech consultant Priya Sharma.
More serious planning errors only added to BlackBerry’s difficulties. RIM introduced its BlackBerry Storm phone in 2008, but its design led to many user problems. In 2013, BlackBerry released the BlackBerry 10 operating system Still, it was too late to draw developers or users then. Apple’s positioning as a top brand and Samsung’s strong marketing efforts attracted buyers who longed for premium products everywhere.
Once BlackBerry stood out for its security, others became as secure, so its unique selling point became less clear to consumers. Many corporations, such as Indian banks and government organizations, have found using iPhones and Android phones easier and cheaper. Because the BlackBerry Z10 costs Rs. 43,000 in 2013, Indian consumers who prioritized cost decided not to buy the company’s phones.
There was also a role for leadership mistakes. Decisions at RIM were made slowly, and the company did not adapt their products for India’s users, who mainly used feature phones, so they struggled to reach those markets. In 2016, BlackBerry stopped making hardware and gave the work to TCL, yet its success never returned. In 2017, the company’s position on the global market fell to 0%. BlackBerry was eclipsed by Xiaomi and Oppo.
As a result, BlackBerry no longer creates smartphones, as its reputation comes from its excellent cybersecurity software. While BlackBerry led the cell phone market, Gupta says they fell because they ignored what people wanted. Because India will see hundreds of millions of smartphone users by 2025, BlackBerry will not participate indicates how crucial it is to keep up with competitors.