Search Info On BlackBerries
By Alex Speirs
Back in 1999, a Canadian company called Research in Motion (RIM) designed and developed a feature phone that would ultimately begin the smartphone revolution that we know today. Known as the Blackberry, this device certainly took the corporate world by storm and is still a firm favorite amongst the so-called Professionals. By end of 2010 sales were still solid but some say were losing ground to other smartphone companies. RIM claims some 50 million subscribers but when it comes to smartphone sales, some statistics places it fifth behind the likes of Apple and Google's Android, with popularity apparently waning. So why is Blackberry falling behind?
Talk Smartphones at the moment and Nokia leads the way, with Apple iPhones and Google Androids also well placed in the popularity stakes; each synonymous with new, funky, edgy devices and exciting technology and sex-appeal. Not so the Blackberry, which by all accounts has lost its edge and is no longer the item that everybody wants to reach for. Even its carrier, Verizon has relegated it to the back of the shelf in favor of the Android. Android's OS is definitely the hottest system in the smartphone world and it is disappointing that RIM has seemingly failed to respond.
Of course, it does have its fans, particularly in the corporate world, who have always favored the Blackberry as the tool for the so-called Professional with its robust platform and its super secure messaging ability amongst other things. That said, a leading bank in the UK last year announced a migration of its very large workforce from BlackBerry to iPhone Version 3 and that must have been a blow to the confidence of Blackberry producers when it has always been able to rely heavily on enterprise support in the past.
The problem seems to be that it's just a 'feature phone' as one reviewer put it and just does not match up to the iPhone, WP7 and Android devices when it comes to mobile Web experience and especially in terms of media consumption. Today's consumer demands versatility. Users have an insatiable appetite for social networking, for videos, for music and so on and Blackberry is not their first choice, it seems. That said, Blackberry still makes a healthy profit and has plenty of orders - but for how much longer if it does not gain a competitive edge?
It is clear that RIM needs to go back to the drawing board and fast if they are to even stay in fifth place let alone be truly competitive in the smartphone market of the future. Is it complacency, lack of vision, lack of investment in new technology or a combination of all these things? They have certainly let themselves down. Mobile marketers will be watching Blackberry sales with interest. Smartphone trends are important to those working with mobile marketing so that they can continually identify their target audience.
Talk Smartphones at the moment and Nokia leads the way, with Apple iPhones and Google Androids also well placed in the popularity stakes; each synonymous with new, funky, edgy devices and exciting technology and sex-appeal. Not so the Blackberry, which by all accounts has lost its edge and is no longer the item that everybody wants to reach for. Even its carrier, Verizon has relegated it to the back of the shelf in favor of the Android. Android's OS is definitely the hottest system in the smartphone world and it is disappointing that RIM has seemingly failed to respond.
Of course, it does have its fans, particularly in the corporate world, who have always favored the Blackberry as the tool for the so-called Professional with its robust platform and its super secure messaging ability amongst other things. That said, a leading bank in the UK last year announced a migration of its very large workforce from BlackBerry to iPhone Version 3 and that must have been a blow to the confidence of Blackberry producers when it has always been able to rely heavily on enterprise support in the past.
The problem seems to be that it's just a 'feature phone' as one reviewer put it and just does not match up to the iPhone, WP7 and Android devices when it comes to mobile Web experience and especially in terms of media consumption. Today's consumer demands versatility. Users have an insatiable appetite for social networking, for videos, for music and so on and Blackberry is not their first choice, it seems. That said, Blackberry still makes a healthy profit and has plenty of orders - but for how much longer if it does not gain a competitive edge?
It is clear that RIM needs to go back to the drawing board and fast if they are to even stay in fifth place let alone be truly competitive in the smartphone market of the future. Is it complacency, lack of vision, lack of investment in new technology or a combination of all these things? They have certainly let themselves down. Mobile marketers will be watching Blackberry sales with interest. Smartphone trends are important to those working with mobile marketing so that they can continually identify their target audience.
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