3. When competitors introduced new products, how did Blackberry react?

Ans : The so-called smartphone market, which included devices with advanced operating
systems that combined phone and email operations with other capabilities like cameras, video
games, and media players, was getting increasingly competitive. Nokia, Samsung, Siemens,
Motorola, and HP have also released or planned to release wireless email devices. The
PalmOne Treo, an MP3 player and camera, was sold in one million units. Microsoft updated
its servers with software for mobile email and distributed it without charge to service
providers.And in 2007 iphone was Launched.
Blackberry, once the leading smartphone manufacturer, has fallen to the bottom of the
industry (with only 3% of the market as of today), despite competing with the Apple iPhone
and Google Android operating systems. Blackberry sales have dropped significantly.
Additionally, the IT giant Blackberry fails to innovate in accordance with consumer
requirements and change like other giants have done in the past.
Instead of creating the newest technologies, it chose to redefine its products. This prevented
them from climbing back to the top. Because the corporate managers couldn't keep up with
the passage of time, Blackberry started to drown. Blackberry got ingrained in their operating
system (RIM), and its committed customers endured transformation when new products and
alternatives entered the market.

Blackberry reacted quickly when Lazaridis inquired about "how much presence does Apple
have in business." According to Lazaridis, the BlackBerry keyboard would provide it a
competitive advantage and the iPhone would last less time than the BlackBerry. Because it
required access to corporate email systems and many businesses prevented their employees
from using this phone for security reasons, the iPhone also had problems attracting business
customers.
Blackberry didn't respond well to Google and Apple because they wanted to focus on their
core product and stay out of the smartphone conflict.
4. Why did Blackberry react this way?
Ans : Blackberry's overconfidence in their product and the distinguishing strategy they
developed with its dependable security-based device led to their reaction.
BlackBerry lacked risk mitigation due to its overconfidence. They were happy to make big
profits from their subscriptions. However, their business solutions work the best.
Managers have trouble making decisions and responding quickly. They suffered from tunnel
vision because of their many set values and standardised procedures. Due to this, they most
likely adopted the trends later than anticipated. It's possible that their company's stance was
too focused on continuity and minimal change. Organizations should strive towards stability,
but doing so frequently limits them from quickly identifying and reacting to changing
circumstances.
5. Why was Blackberry unable to sustain its industry position ?
Ans : Because they didn't innovate quickly enough, BlackBerry failed. BlackBerry made the
decision not to follow Apple and every Android phone manufacturer when they introduced
new operating systems and physical forms for their smartphones, significantly disrupting the
mobile phone market. Because they were unable to change their operating system to meet
their competitors' new products, they were unable to change the physical appearance of their
phones.
Poor Technology and Design
While iPhone and Android are rising with their technology and meeting the demand,
Blackberry
is getting backdated and rely on security and corporate market. They could not change
the
operating system to match the new offerings from their competitors. Meanwhile iPhone’s
device
is fully touchscreen and feasible while Blackberry still comes with weird square and keypads
at
the bottom.
Poor Technology and Design
While iPhone and Android are rising with their technology and meeting the demand,
Blackberry
is getting backdated and rely on security and corporate market. They could not change
the
operating system to match the new offerings from their competitors. Meanwhile iPhone’s
device
is fully touchscreen and feasible while Blackberry still comes with weird square and keypads
at
the bottom.
While iPhone and Android are rising with their technology and meeting the demand,
Blackberry
is getting backdated and rely on security and corporate market. They could not change
the
operating system to match the new offerings from their competitors. Meanwhile iPhone’s
device
is fully touchscreen and feasible while Blackberry still comes with weird square and keypads
at
the bottom.
While iPhone and Android are rising with their technology and meeting the demand,
Blackberry
is getting backdated and rely on security and corporate market. They could not change
the
operating system to match the new offerings from their competitors. Meanwhile iPhone’s
device
is fully touchscreen and feasible while Blackberry still comes with weird square and keypads
at
the bottom.
The company doesn't look into competing technologies and attempt to improve them; instead,
it constantly mocks the iPhone and Android operating systems. They didn't do any
investigation into rival offerings.
Effective communication and critical decision-making are lacking in the organisation. The
company lacks motivation and direction. A corporation needs a hierarchy for strategy
development in order to make decisions. Furthermore, the majority of the staff still does a
terrible job in their jobs.
Research and development : BlackBerry was not a failure. It lacked originality and complex
features because it had always kept up with legislation and technological advancements. But
the major cause of BlackBerry's collapse is lack of funding.
The features and innovations found in BlackBerry were the result of research and
development (R&D). Due to dwindling sales and other obstacles, it was unable to supply the
financing this required.
Because of this, BlackBerry was unable to develop past its early potential. RIM later sold
BlackBerry’s BrandTo TCD (a Chinese firm).

Poor designs : In realising that it was possible to design sleek, appealing devices based on a
rectangle that was easy to grasp, BlackBerry was hesitant to follow Android and Apple. The
peculiar BlackBerry Passport was shaped more like a square and had the same awkward
plastic keys at the bottom. It looked awful and couldn't even fit comfortably in a pocket.

They focused on business rather than the consumers : Apple and Android's manufacturers
prioritise the needs of its customers. They sold billions of phones that were widely available
and reasonably priced. Selling to the IT departments of major corporations was the key
method BlackBerry gained success, and this is what kept the momentum continuing. It would
have been simple for the BlackBerry sales director to exclusively focus on this market
segment and ignore the existence of any other market segments if he had known that the
enterprise market accounted for 90% of all revenue.
They were steadfast in their OS choice : Smartphones became quite popular because you
could download any app you wanted and instantly transform your phone into something
extraordinary. The beautiful things you can do these days on your phone, from games to
productivity apps, are amazing. With the BlackBerry OS, you couldn't accomplish this, and
there aren't many apps available right now either.