I have been a fan of BlackBerry for a long time after
being impressed by how robust the Curve 8520 had been; no matter what I threw
at it I could never make it quit. From that time I have noticed that BlackBerry
phones were always delivered and were made with the end user in mind. The advent
of Android saw the market shrink for smaller OS makers and right now we are on
the brink of having a duopoly of OS in Android and iOS something which can
leave smartphone users at a huge disadvantage not only for choice but price.
Samsung has the lion’s share of Android while Apple holds the other. Smaller
smartphone makers have been disappearing failing to push the numbers required
for viability. BlackBerry still maintains a smaller presence in the smartphone
market and has other services it provides which makes it able to endure the
long drawn dry season. Of course wanting BlackBerry to remain in the smartphone
market to help consumer choice goes against the profit motive which every
company must be able to uphold to remain in business. So what can BlackBerry do
ensure that the numbers surge in terms of sales? Below are a few strategies
that can aide BlackBerry come back stronger:
Invest in Loyal Developers
There are many developers who haves stuck with
BlackBerry despite the odds stacked heavily against the company’s smartphone
business. These are people who are willing to do a lot for BlackBerry despite
getting nothing much in return. BlackBerry can work closely with them in terms
of what they can offer to the users and also ensure that the applications
offered by BlackBerry remain relevant. With many applications dropping support
for BlackBerry and older software platforms, there are glaring threats of users
frowning upon BlackBerry smartphones but there is also an opportunity, the
people who will no longer have use of a messaging application like WhatsApp
will need something to bridge the gap. Can BlackBerry Developers innovate into
this niche market? I stay in Africa and know that millions of users will no
longer be able to use WhatsApp, can BBM be made to fill the gap?
The Power of 10 |
Use Essential Services to Get Back into the Market
The major problem with adoption of BlackBerry 10 is
that many people assume it uses BIS for connectivity so many people did not experience
a completely new operating system that is very stable, fast and not fraught
with bugs. It did not help that the time when BlackBerry 10 came out is when
bloggers like Mashable & Gizmodo held sway in terms of opinion. It is not
easy to convince people to switch without giving something in return that they
currently do not have on Android and iOS. Features such as camera performance,
screen display or battery life are no longer enough to convince people. The
smartphone market has matured and people will remain with current brands
barring a radical new offering. Using services that enhance people’s lives
bundled exclusively with the smartphone is the best way to force a way back
into the market. This is the next frontier in the competition for the
smartphone market. We have already seen Samsung use the Gear VR to sell the
Galaxy S7. The sales of the Galaxy S6 would have pointed to consumer resistance
to upgrade to a newer model. Working with Developers BlackBerry can consider
which essential services people need that are currently not being fully
provided using smartphone technology then tailor a solution targeting that
niche market.
Use Security to Reinvent the Brand
As people adopt smartphones there will be a shift of cyber-crime
towards this industry, currently there are pockets of concern regarding the
security around mobile operating systems but threat levels have not reached
alarming proportions for people to view their mobile operating systems
differently. With use of desktop computers and notebooks declining so do the
opportunities that cyber criminals have been mining for a long time. BlackBerry
is suitably positioned to take advantage of this situation and regain market
share in the smartphone market.
Though the BlackBerry Priv running Android software
has been well received, the platform is seeing the emergence of many cheap
smart phones but with good features from mainly the Chinese makers like Huawei
and Xiaomi. They are likely to push many smaller Android makers out of the
market by competing just on price and cost structures. Having its own operating
system means BlackBerry can remain offering something which cannot be measured
against a standard set by cheaper brands. So far I have had questions from
people why the Priv is priced higher compared to other Android phones of
similar or close specifications. I believe the uniqueness and solidity of
BlackBerry 10 can find its footprint in the market where many are becoming
fatigued of the just a choice of two smart phone operating systems.
Spot on the mark! BlackBerry also has a large number of loyalists, it needs to cater for these needs and build that loyalty up again and through good advertising of its operating system which besides the entertainment and games aspect is a multitasking and productivity juggernaught.
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