BlackBerry declined to be competitive with other manufacturers, which means to make a smart phone for everyone. Was it smart decision?

The new model Classic

This is a rare case that the device’s name completely and adequately represents the device. If you saw the model Bold, consider that you already know Classic looks like. There is a screen above the QWERTY keyboard. Camera on front of the phone has a resolution of 2 megapixel, on the rear panel of the phone there is a main camera lens resolution of 8 megapixel, right next to the LED flash.

The build quality is very high. The phone uses the Blackberry OS 10.3, which is known to users of the latest generation of BlackBerry devices. Screen is typical with a resolution of 720×720 pixels (294 dpi), good color, with multi-touch support, 3.5 – inch diagonal. Bearing in mind that the year is 2015, the resolution and colors of the screen are poor.

Battery life in standby mode – 348/365 hours, 11:40/12:10 hours – talk time, while playback music depleted condition for up to 70 hours and video playback of up to 13.7 hours. This is not perfect, considering that there are devices that can easily work for two days at full usage. The amount of RAM memory in this device is 2GB, internal memory is 16 GB, the device supports memory card capacities up to 128 GB.

This model is certainly not one of the cheapest devices, but this is a unique offer that cannot compete with the competition, as it is practically nonexistent.

Why is company failing?

Failure of Blackberry to keep up with Apple and Google is the result of errors in its strategy and vision. Firstly, BlackBerry failed to adapt their devices to non-business users. Secondly, management did not see a revolution on the market introduced by the concept of “app store“. Thirdly, they did not notice that the mobile phones have become not only a means of communication, but sources of entertainment.

Some specific mistakes can be seen on the latest models. Starting from version 10.3.1 OS, on BlackBerry phones were pre-installed Amazon App Store, which made Android applications available on these devices. But, you couldn’t install all the applications on your BlackBerry devices, nor the geometry of the screen can be adapted to all applications.

BlackBerry insisted on producing phones with QWERTY keyboards, even after it became clear that many users want touchscreen. It remains an open question how many people were willing to adapt because, after touchscreen phones, all new BlackBerry models with QWERTY keyboards seemed like a step backwards.

Are we expecting closing of the company?

Owners of, once popular, Blackberry mobile phones today are ashamed of their devices. Drop in sales is unstoppable, and RIM, which produces these devices last year held less than four percent of the US market, while only few years ago, had held almost half of the market.

The question for BlackBerry is whether it can make enough profit to avoid closure. The hope is that by focusing on potentially lucrative customers such as government employees and people who work in highly regulated industries that require top-of-the-line security, it can carve out a profitable route for itself. It had better hope that this plan works, because there does not seem to be any hope for recovering BlackBerry in the consumer market.

Posted by Dan Radak

Dan Radak is a marketing professional with eleven years of experience. He is currently working with a number of companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies. He is also a coauthor on several technology websites.