Does BlackBerry Still Have a USP?
The main problem with BlackBerry’s current reputation is that everything it used to offer has been surpassed by iPhone, Android and other platforms.
Push email was already available within Microsoft’s Windows Mobile operating system when iPhone came along, while the flexibility of having a mobile smartphone with an easy to use browser, apps and a usable keyboard were all included on Apple’s revolutionary device.
Even by entering the touch screen market, RIM has failed to capture the industry’s imagination in the way that their earlier devices did, and their most recent innovation, BlackBerry Messenger, has been surpassed by various apps on Windows Phone, Android and iPhone.
The one-time giant of smartphones and corporate communications managed to convince a generation of IT and networking directors that it was the answer to their mobile email prayers despite the vast majority of its customers already having everything it needed (Microsoft Exchange, ActiveSync and Windows Mobile devices) to perform the same functions that RIM was offering at a premium.
All businesses make mistakes from time to time, and none of those made by RIM have been particularly damaging on their own. Perhaps the faults, outages and criticism of recent months could have been dealt with more effectively with some quality PR -- the strength of marketing that saw BlackBerry forging a new sector in the first few years of the 21st century seems like a distant footnote.