Four Reasons Why BlackBerry Is Missing The Mark
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What is It is definitely a dampener, prior to a big event BlackBerry is apparently planning in line with
Been there, done that, but to what effect?
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As for hardware, Blackberry has its finger in every pie, but can we really call it earth-shattering? Some good things are happening though, in spite of the not-so-wow
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If BlackBerry has lost its focus globally, that is also getting reflected in the kind of products it is pushing in India without any specific pricing strategy. Apart from the popular Curve, we don’t see too many cheap handsets (below Rs 10K) here. Of course, the company was never about volumes or mass market, but price points should be right if one is actually targeting the emerging markets and have competitors like Samsung,
Old tags are passé; innovations need a future window
Although pricing plays a crucial part in a price-sensitive market like India, one cannot ignore the innovation factor. Think of the latest offerings from Nokia or Sony or even HTC (I am excluding Samsung and Apple from this as they have so many firsts to their credit). There is always something new – be it the best smartphone camera (Nokia 808 PureView or Lumia 1020) or the biggest RAM (the upcoming Sony Xperia Z2 is rumoured to have 3 GB RAM) or the best audio (HTC One). After all, we are living in a world of ‘dual persona’ smartphones where the thin line between business and personal worlds often overlap. So the ‘business only’ tag of BlackBerry is not likely to cut the ice with the Millennials and the products must live up to their definitions of work, fun, thrill and entertainment. The BYOD issues world over is proof enough that most of us want the best of personal and professional worlds on the same gadget. In fact, that could be one of the reasons why Apple’s latest
It matters when you get more users
Business communities are die-hard BB fans, of course. But if BlackBerry requires a facelift or even a complete changeover from its traditional business image to survive the future, it makes sense to work across several niches and come up with different products even. Imagine a different kind of BlackBerry for college-goers, young professionals, mid-level managers, senior corporate, home-makers and senior citizens. In addition to generic features, each could come pre-loaded with relevant apps and smart technologies. It’s not as impossible as we think. We are the BlackBerry Boys (an Indian commercial) already shows you the tilt and the change. Incremental upgrades, even from a company like Apple, spell the death of innovation (and that’s when it boils down to gold versus plastic). So all we need now is just an amazing BlackBerry with some real value and the magic could be back again.
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