BlackBerry - A Story Of Constant Success & Failure
                     BlackBerry: A Story 
Of Constant Success 
& Failure
Introduction
• Back in the 2000s, Blackberry became a 
monopoly of the rich professionals, symbolizing 
high status, along with a strong commitment to 
ensuring the privacy of its users.
Source: www.feedough.com 2
History
• Blackberry, initially started with a different 
name and purpose, i.e. Research in Motion. 
Founded in march 1984, the company first 
involved itself with developing data technology 
and connectivity products.
Source: www.feedough.com 3
The First Round Of 
Success
• Blackberry launched its first phone in the year 
1999 and captivated the corporate world. 
There was a time when Blackberry was 
considered as absolute nuts and it became a 
sign of status in society. It was not easy to 
encounter someone using Blackberry. And if 
you do, then you would discover him to be an 
industrialist, politician, etc.
Source: www.feedough.com 4
Reasons For 
Unprecedented Growth
• In 2002, BlackBerry manufactured another two 
devices which were RIM 850 and 857. At that 
time, some services like emails, internet 
faxing, etc. could only be used if you owned a 
desktop. However, the launch of these devices 
made it possible for the users to use them on 
mobile.
Source: www.feedough.com 5
Reasons For 
Unprecedented Growth 
Cont.
• The Company was at its peak in the year 2013 
when there were about 85 million BlackBerry 
users across the Globe. Even though some 
might argue, Blackberry was the first to dive 
into the smartphone market and had access to 
almost 50% of the US smartphone market.
Source: www.feedough.com 6
Ultimate solution for 
corporates
• Blackberry came with a set of invincible 
security features that allowed professionals to 
ensure full-proof security. From crisis 
communication to car security features, you 
named it they had it. 
• Blackberry came as the ultimate solution for 
corporates who were living in constant fear of 
getting their accounts hacked and their privacy 
invaded. Even today it’s nearly impossible to 
hack a blackberry phone.
Source: www.feedough.com 7
Why Did BlackBerry 
Fail?
• Though Blackberry enjoyed immense success 
for some time, something else was brewing up 
in the company’s fortune.
Source: www.feedough.com 8
Aversion To Innovation
• 2008-16 was a period when the mobile industry 
was rapidly changing and many companies 
were looking at this change positively. 
Blackberry, on the other hand, didn’t want to 
change their ideology.
Source: www.feedough.com 9
Lack Of Innovation To 
Expand The Customer 
Base
• A prime reason for following this ideology was 
a fixed market share. Blackberry had a 
monopoly over the IT sector of various 
corporate houses. Hence, it did not realize the 
need to cater to the masses with upgrades. 
Some of the biggest fails in this segment 
include the following.
Source: www.feedough.com 1
0
Blackberry Tablet
• The blackberry tablet was created to compete 
against Ipad and was a massive fail. Not only 
was the UI not intuitive but it also required a 
Blackberry phone to connect to the net.
Source: www.feedough.com 1
1
Lack Of Innovation To 
Expand Product 
Segment
• The fall of the phone’s profit leads to a 
simultaneous fall in its R&D developments as 
well. Once This lack of innovation in other 
market segments led to a much easier fall of 
the company.
Source: www.feedough.com 1
2