Blackberry is not unexpectedly fall, fatal because it is conservative and complacent

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The Verge believes that the reason for the failure of the BlackBerry is not exactly the same as that of Nokia and Palm. From a business perspective, BlackBerry is a faster and more modern business interruption case because of its shorter history. The fatal cause of failure is conservatism and complacency.

Prior to the advent of Android, smartphones ushered in a hybrid and radical evolution. This is a wild period of smart phones, and any interesting concept has a plan to succeed. At that time, Nokia took advantage of the Symbian market for smartphones and Microsoft’s “Windows Mobile.” The BlackBerry also gained a dominant position in the United States through full keyboard and corporate security functions. All kinds of Hollywood stars are Fans.

However, the emergence of the iPhone and Android began to subvert the impression of people on the phone, iPhone is unique, in fact, does not pose an absolute threat to the BlackBerry; Android is different, it is a wide platform, even the first Android phone is also equipped with Full keyboard, designed to draw on the BlackBerry product.

However, BlackBerry does not keep up with the times and it over-estimates user loyalty. Can not give up the keyboard, give up the big screen touch design, so that the BlackBerry looks more and more like old antiques, rather than modern, modern iPhone and Android phones.

At the same time, the failure of several key products and the trend of misjudgment make the BlackBerry start to decline. Such as the PlayBook tablet, a tablet actually rely on mobile phones to send and receive e-mail, is not it ridiculous? In addition, BlackBerry believes that Adobe Flash is the future trend, so it continues to delay the launch of the flagship phone, claiming to wait until the processor is powerful enough to handle Flash content. At this time, Apple has focused on HTML5.

The complacency of the BlackBerry has kept it behind the times, such as the closure of BBM message services, allowing What's App to grow into a $19 billion instant messaging giant. The mobile internet continues to change the world, but it does not change the BlackBerry.

In the end, the once brilliant and huge success made the BlackBerry degenerate. Although BlackBerry has decided to transform itself into a software and service company, the market competition is still fierce. The case of Blackberry shows that in modern business environment, no matter how good you are, you always want to show the potential of doing better. If you refuse to change, others will become innovators instead of you, waiting for your death. (Author: Vlad Savov compile: Ren Yanmei)

Click to view original english

【The relevant rights in the Chinese language of The Verge's works in the United States are owned by Tencent Corporation. Without authorization, they may not be reproduced or excerpted. 】

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