Classification: Internal

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.

The company felt an increasing inclination towards creating equipment to facilitate wireless connectivity.
Hence, in 1993, it embarked upon creating Intel wireless modem containing RIM modem Firmware.
Being a private company, RIM soon reached out for raising capital by private placement. A Canadian
company invested in RIM, helping it raise a total of C$30,000,000 in pre-IPO financing. The company
then turned towards developing pagers and came out with the Interactive Pager 900 in 1996.

The principal BlackBerry was the 850 and it was minimal in excess of a two-way pager with email and
some restricted HTML usefulness. Nonetheless, it couldn't be utilized as a telephone. It did, nonetheless,
give clients something they had never had: a "consistently on" association that permitted clients to match
up with Microsoft Standpoint.

In the old days, the 850 was not even yet called a BlackBerry (well before Blackberry fizzled) and it was
simply accessible to endeavors. Neither of those elements cheapened its attractiveness. An incredible
inverse, indeed. It was a superficial point of interest. The individual utilizing it seemed like they had
made it. The 850 was the embodiment of a brand reflection. We say that because the brand is the
reflection clients see when they utilize your item or administration. It is the enthusiastic association
individuals have with things. RIM claimed an item that got such a passionate reaction that individuals
became dependent on the gadget. RIM claimed some entirely significant enthusiastic region. It claimed
development/innovation. It claimed status. It claimed first. It claimed valued passionate ground that ought
to be clutched as vivaciously as could really be expected.

The First Round of Success

Cell phones were in a quick phase of advancement. Elements were being added and eliminated on the
impulses of purchaser taste. Also, Edge tracked down a bunch of provisions that truly addressed the
issues of the arising buyer cell phone market at that point. Also, Edge had solid brand value in the
BlackBerry name, and individuals, the two purchasers, and organizations desired its optimistic image.
However, here lies the issue. In an evolving market, balance frequently implies demise. That is the reason
BlackBerry fizzled. Things are just optimistic insofar as individuals view them as such. For BlackBerry's
situation, there was an obligation to secure that enthusiastic strategic position that it didn't satisfy. As
BlackBerry fizzled, it saw itself just as a maker of cell phones. It neglected to secure that high
enthusiastic ground with a brand that said why their cell phones were significant. Its prosperity was
expected uniquely to being first to advertise with a profoundly inventive item. The 2006 dispatch of the
Pearl, which permitted the brand to be delighted in by everybody, was the last advancement for
BlackBerry in cell phones.

Those who aren’t acquainted with the initial success that Blackberry enjoyed, consider it to be a failed
company who overlooked its competition. But Blackberry’s initial success was strong enough for them to
divert their attention from their competition.

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
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to encounter someone using Blackberry. And if you do, then you would discover him to be an
industrialist, politician, etc.

‘Lexicon Branding was the reason behind this title was that the keypad of all the phones resembled the
drupelets that compose the blackberry fruit.

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.

BlackBerry was the first Company to introduce push email service on their phones. 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.

There must be a solid reason why Blackberry’s growth was so unprecedented that no other company
dreamt of such heights.

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. With the first-
ever QWERTY keypad, Blackberry transformed the way people were typing. Even today, some might
prefer blackberry over smartphones because of the negligible chances or creating errors in texting. Due to
this, typing in a Blackberry became like a desktop. There are tons of features that blackberry introduced
first into its phones.

BlackBerry Messenger, also known as BBM, was the most popular messenger at that time just like
WhatsApp. Unlike WhatsApp, BBM was available to a few corporates yet enjoyed mass popularity for a
long period. But due to some mistakes from BlackBerry, the market share of the company started
reducing and a greater number of users got shifted to Android and iPhone. Though people started finding
touchscreen more advanced and attractive, BlackBerry refused to launch new phones having a full
touchscreen.

In the year 2016, BlackBerry lost its domination in the mobile market and there were only 23 million
users left as compared to 85 million users in 2013. Considering this loss, the company decided to
terminate about 4500 positions as there were not enough finance for the employees. In the same year, it
also hinted to get sold considering the huge losses they are incurring.

BBM came with several features to attract the younger generation and created a major buzz among the
highly social generation. However, they were not ready to allow any other competitor to use this
application to attract customers. This might have made BBM exclusive but in the longer run, WhatsApp
outpaced BBM by attracting users from all walks of mobile products.
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