I was reading the morning that Blackberry is writing off almost a billion dollars in inventory – unsold units of their new Z10. What a huge fall for the company that once dominated the handheld market and in interesting reminder of how quickly a company and a product can lose its edge.
We can all remember when owning a berry was height or technology and fashion. I was watching an oldish episode of 90210 the other day. I am sure there was marketing deal with Blackberry, but all of the cool characters carried a berry; I was reminded of Zack Morris and his first portable phone.
So what happened. Obviously IPhones. But it is more than that. Blackberry still had a price advantage and other handheld providers have fared just fine, even gaining market from Apple. I think they simply lost their edge. They continued to develop good tech, but they forgot that their future customers where young college students and high school student, as opposed to their current stable to business men and women. Blackberries main domain – the workplace – got flooded by new entrants that grew up on hipper iphones and other products. They did not want to “downgrade” to a berry. And they lost their base forever. A good cautionary tale.