BlackBerry’s failure was due to arrogance limiting cognition. Apple and Android used mobile Internet to reduce the dimensionality of their phones. It may not be your opponents that defeat you, but an unexpectedly higher civilized force. BlackBerry’s mobile phone exit strategy is decisive and resolute, financially oriented, cash flow control, personnel reduction, technological breakthroughs, and the Internet of Things, but it revolves around the “safe” brand gene. She is quiet, she is brilliant! This sentence still fits.
When it comes to BlackBerry (BlackBerry) mobile phone, the impression that we are still stuck in a full keyboard, Obama’s favorite, ran for the first generation of smart phones, but now Apple ios in power, Andrews Huawei Samsung era world, BlackBerry style cliff The decline seems to be the same as the Kodak film, which is regretted by people, but it cannot be admitted that this is the “metabolism” of the irreversible era.
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If Nokia is described as a cell phone giant that has retreated from its halo, then BlackBerry should be the declining nobleman in the cell phone industry. Like Nokia, BlackBerry is often cited as a classic negative case in the mobile phone industry. So, when and why did the smash hit BlackBerry disappear from our field of vision?
01 phone full keyboard originator drop from the altar, rather than innovation, in danger of losing pride
BlackBerry used to be one of the kings of the feature phone era, second only to Nokia. Before the birth of the iPhone, it had a market share of more than 50% in North America, and it can be described as a national treasure-level mobile phone brand in Canada. The iconic full keyboard design and real-time mail function are the magic weapon for BlackBerry to stand out in the era of functional machines. Especially after the “911” incident, the security, stability and speed of BlackBerry are deeply rooted in the hearts of the public , that is to say, the uniqueness of BlackBerry The performance and reliability have been recognized and favored by the public.
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During the growth period of BlackBerry, its super application “real-time mail” became the fundamental point of its expansion. From the server to the terminal, fast and stable is its ultimate pursuit in product development and sales. This feature has made BlackBerry be loved by consumers when the mobile Internet has not yet become popular, and relying on software services has become an indispensable feature. Substitute. And this uniqueness made the BlackBerry slow to respond when various conceptual mobile phones were popular at the time, did not make timely innovations in mobile phones forward-looking, and continued to go to the black on only its own road without caring.
The double-sided attack between iPhone and Android has impacted BlackBerry’s market share. External threats have made BlackBerry realize that it should also be updated. However, the BlackBerry Storm, which was launched in a hurry, is inferior to the iPhone in terms of software and hardware. We did not take care to consumers, enterprise users, and even influence product brand letter reputation and user reputation . In the era of rapid technological innovation, the rivals of technology companies are not only competitors, but also lack of innovation, misjudgment of the market, and self-appreciation! The brand’s subsequent slow transformation has been unable to recover, and the BlackBerry, which cannot keep up with the times, was finally abandoned by the times.
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Compared with industry giants such as Motorola, BlackBerry’s family base is not rich. When it is hit and failed, its cash flow cannot support its continued struggle in the mobile phone industry. It can’t stand the toss and soon disappeared in the fast-growing smartphone market. Now, this mobile phone that many parliamentarians and celebrities can’t put it down has gradually become a memory of the growth of a generation. But the BlackBerry, which announced its withdrawal from the smartphone war, not only did not have the “pill” we imagined, but lived more moisturized, and even became the king of the vehicle operating system. How did this “closed” BlackBerry stand out?
02 Has the BlackBerry, which is now undergoing a business transformation, win the turnaround?
From hardware to software, from 2C to 2B, Cheng Shouzong, known by the industry as a “technological company rescue expert”, led BlackBerry to achieve a true “double transformation”. Under his leadership, BlackBerry has cleverly reduced its dependence on hardware sales and shifted its focus to enterprise mobile security software and services. Now BlackBerry has successfully realized the transformation and has become a software and service company. Its business covers the Internet of Things, network security, connected transportation, medical care, etc., and provides intelligent security software and services for various segments.
BlackBerry was once regarded as the safest mobile phone, and it also entered the world of Internet of Things with the “safe” label. BlackBerry Spark is the only enterprise IoT platform in the industry that is designed and built for ultra-secure and hyper-connectivity from the core to the edge. Various security components ensure corporate privacy, and learn from the lessons of neglecting users in the past, and carry out customized security solutions to refine and deepen policy control to meet corporate needs.
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When it comes to the transformation of BlackBerry, no one can avoid the QNX system, which has a huge market share in the automotive, medical and industrial automation fields. Especially in the automotive field, QNX has cooperated with a large number of giants by virtue of its advantages of safety, small size and corresponding speed. More than 290 models and 150 million cars in the world, including Audi , BMW , Porsche and other brands you know , all use the embedded operating system of BlackBerry. It can be said that this brand that has made brilliant achievements in the mobile phone industry has opened up more possibilities for itself in a brand-new field.
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BlackBerry and Damon Motorcycles have cooperated to launch an electric motorcycle. The core part is that it is equipped with an ADAS driver assistance system that extends from the BlackBerry QNX system. And the advantage of this system is that it can predict danger in advance through radar, sensors, etc., and use grip vibration or warning lights to remind the driver. The use of this system provides more for the use of motorcycles. Security guarantee.
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BlackBerry has partnered with Amazon to build IVY, an automotive software platform that allows automakers to securely access vehicle sensor data on the IVY platform, and use the data as the basis to obtain analysis and obtain predictable conclusions. The goal of its existence is to create a standardized platform dedicated to the car industry, which will help car companies to create their own ecosystem and industrial chain.
In 2018, BlackBerry signed a cooperation agreement with Baidu to launch a series of cooperation in the field of autonomous driving. Baidu’s self-driving car platform “Apollo” uses BlackBerry’s QNX operating system. And recently, the two will further deepen strategic cooperation, Baidu will be high-definition maps and BlackBerry QNX Neutrino real-time operating system integrated together , enabling the next generation of automatic pilot.
The advent of the mobile Internet era has eliminated a group of companies that have not transformed in time, but at the same time a large number of opportunities have been born. Although BlackBerry has not kept up with the pace of the times in the mobile phone industry, under the leadership of CEO Cheng Shouzong, it has carried out a strategic transformation, and is the first step to obtain technological dividends and obtain the greatest response from the user market.
03 Has the BlackBerry, which has entered a new field, gained another kind of vitality?
From the road of BlackBerry’s transformation, it is not difficult to see the decisiveness and determination of the brand’s strategy to withdraw from mobile phones to ensure maximum cash flow, provide a foundation for subsequent building of “hard core” product capabilities, and reduce risks such as project cash flow loss. BlackBerry builds an ecosystem around in-vehicle systems, refocuses on “safety” brand equity, and makes profits by establishing technical barriers in the security field and selling patents and services to other companies. Avoiding the past behind closed doors, linking strong partners, and after the rapid exit from the mobile phone market, it will win more vitality and possibilities for the transformed BlackBerry.
The success of BlackBerry’s own transformation strategy lies not only in its decisiveness in business decisions and control, but also in its flexibility and resilience to comply with market demand. It can always capture the changes in users and the current market environment and revolve around its own brand. The core advantage of the company, timely adjustment of strategies, continuous innovation and upgrading, and more possibilities for commercial development.
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