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"Reviving BlackBerry: A Comprehensive Strategy for Success in the Smartphone

Market"

Article · October 2023

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Subir Prasad
Pondicherry Engineering College
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Problem Statement:
Develop a comprehensive strategy to revive Blackberry's fortunes, considering
market trends, competition and operational efficiency. Create a detailed action
plan with timelines, budgets, and measurable goals.

Solutions:
1. For the first 3 to 5 years the blackberry smartphone unit should launch the
smartphone with Android operating system and try to capture the market
with relevant pricing of its smartphone.
(Timeline: 1 to 1.5 years)
Why do we need to use android operating system when blackberry has its
own operating system? Because the same thing happened with the Nokia phones
with windows as operating system. The main problem with these operating
systems is that developers do not make apps for these OS as the consumer base is
very less using smartphones with these OS.
So first we need to capture the market and make the brand more aware
among the people and then slowly launching some phones with own operating
system by encouraging developers to make apps for these OS and for that we
need to give subsidies or reduce the platform fee to zero for initial years.
Well, if you observe the market, how people use their smartphone, you will
find that people don’t care about the operating system anymore rather they are
more dependent on the apps that are present on the smartphone.
So, the formula for the success is,
Applications on smartphones > Operating System (in terms of weightage)
2. Launching smartphones with its own blackberry Operating system with up-to-
date design style and with the correct pricing depending upon the country in
which you are launching and be trying to be competitive with the pricing
game.(Timeline: 2 years)

One of the main reasons for its failing is that it tries to follow old design as if
it will look unique. Today some of the biggest companies in this sector are Apple
and Samsung and they have also adapted to the new design leaving behind their
signature design of smartphones. You need to adapt to newer designs as
technologies evolves.
We know that Blackberry was famous for its physical keyboard layout on the
smartphone but launching that kind of smartphone in these decades is like fooling
consumers as they don’t require that anymore. Practically we don’t need these
kinds of smartphones which resemble feature phones with just a little bit of
enhancements in the design.
Coming to pricing point of the smartphone, Blackberry has always kept their
pricing quite high compared to competitors as to appeal themselves as premium
brand, but they forgot one main thing that before premium they must provide a
quality smartphone. The same thing happened with LG smartphones where the
pricing of their smartphones was always wrong which indeed led to shut down of
its mobile unit. Google did the same thing with their pixel phones in the start but
after understanding the market they are now selling their smartphones at better
price compared to before.
3. Paying attention to other features of the smartphones rather than just on the
security and data privacy of the phone.
(Timeline: 2 years)
Blackberry has put the security of data and smartphone on the top priority
from the very beginning, which is the strong point of the blackberry smartphones,
but it never paid attention to other prominent features of the smartphone which
led to declining of sales.
People buy smartphones because of the features that they are offering, not
solely on the securities offered by them. Other smartphone companies paid
attention to both security as well as other prominent features like camera,
display, sound, UI etc. And now they are at par level with Blackberry in terms of
security which made them ahead of the competition.
Let understand this with an example, Volvo car company kept safety of their
passengers at top priority which led to increase in sales in starting but now other
car companies has also reached the same or better level of safety compare to
Volvo and plus they are offering wide numbers of features compare to Volvo
which has made them ahead of Volvo in terms of sales.
So, from the above example we might have got an idea why Blackberry is lagging
in the market compared to its competitors.

BUDGET
Well, I don’t have a clear idea about the budget, but I am sure if given the
opportunity to me, we can discuss it in more detail and then come up with a
precise budget plan.
 The budget will be less compared to other companies as Blackberry has prior
experience in this field, which will also lead to an advantage against its new and
old competitors.

Conclusion

Well, the solutions suggested in the above pages are all important for reviving the
Blackberry mobile unit, but I have prioritized the solutions through numbers as
per your guidelines.
And finally, I really believe that these solutions will benefit Blackberry to a very
high extent. As for these solutions I have gone through a lot of research and
market trends and learned from the mistakes of other companies made in the
past.

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