by David Akka, UK md with Magic Software
While the rumor-molino goes into overdrive, with news of potential interest of "strategic buyers" is sealed the fate of BlackBerry or there are elements of the brand that can be saved? There is, I think, a number of fundamental lessons that we can learn of opportunities that BlackBerry could not capitalize. Then, what could Blackberry have done and it is still viable in the market? The lost technology opportunities
The first and, perhaps, most serious mistake was that BlackBerry was moved from the space of the company - which had established a strong leadership position - and tried to replicate what had been a successful within the space of the consumer strategy.
Trying to take 'a plug square into a round hole', instead of rethinking its entire strategy, proved to be his undoing.
Mobile arm of the consumer market passed for very different reasons that in the enterprise, therefore a different type of device was necessary to resort to these users.
But this presents BlackBerry with a dilemma:-must change its DNA all and risk losing its dominance in the market of the company or the narrow focus and never win the consumer market.
To the end, lost ground in both fronts and its market share of the smartphone Blackberry slipped to 2.9 percent, from 6.4 percent the previous year [2012]. (Figures from IDC, may 2013)
In place to define where it could maintain market share, its 'catch-all' approach not is could reap benefits.
A factor contributing to this was that it did not have enough insight on exactly who were their end users.
He was pushed out of the relationship of direct contact with customers and efforts resulting to pursue consumer space finally resulted in the loss of its core business user base.
When is a USP and SP'-Qwerty keyboard
Indicative of their inability to adapt to the needs of the market was strategy of Blackberry around the USP - i.e. the qwerty keyboard layout.
This had become closely linked to its success with business users and enthusiasts who are loyal to the brand can love the keyboard.
However, it held less attractive for consumers who had been tempted by providers of smartphone like Apple, who understood how to build intuitive touch-screen control processes voice and gesture all designed around their behavior.
Meanwhile, surpassed by rivals, first model of BlackBerry touchscreen managed capture the imagination and the qwerty keyboard, once your USP, also did not result in the consumer market.
Capitalization of the BYOD evolution
The challenges of BYOD (bring your own device) in fact presents a golden opportunity for RIM [was Entoncesllama] to be the activator of the corporate, especially by licensing technologies.
This was an additional lost opportunity and BlackBerry embraced the BYOD revolution with too little, too late.
As a case in point, it was only in 2012 announced their MDM (mobile device management) solution to support iPhones from Apple.
We could Compare this with Microsoft that has embraced the BYOD change and turned the fact that multiple platforms will run in the corporate environment, in a revenue stream - most recently launching their own applications to manage all Android and iOS devices.
The future
As their future hangs in the balance, there are elements that could prove to be the grace Savior of Blackberry.
There are components that could return to license or return to the brand, however may be a better choice sell and return to the market under a new brand.
Playing with their strong points, I would say that you need to concentrate on your system operation is the 'bridge' between any smartphone to the company.
In a fragmented business, you can create integration and has already begun to have traction in this area.
The recent news has launched a new cloud service designed to enable users of mobile web-based management and application could be a positive step.
But, as a newcomer on this market, have work to do, in order to gain a real foothold in this space.
Biography of the author
David Akka is the head Executive of Magic Software Enterprises (UK) Ltd. David has been with Magic Software since 1998 and is considered one of the highest authorities of the Organization in the cloud computing and SOA methodologies.
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