Reinvent Or Risk Ending Up Like Blackberry.
Outthink Or Be Undone — That’s The Message We’re Getting From Blackberry. Can BlackBerry get back in Black? A good question and one that’s all over the news.
Remember when people use to be proud of their BlackBerry? Pre-Smartphone days those corporate boys and girls used to boast about their cool little (well, they were little in those days) devices. Getting emails on the go and being “connected” was seen as cool. Before kids got onboard the BBM messaging vibe, business users could never have believed that the device would lose its shiny appeal.
Fast forward four years and just ‘being connected’ is so yesterday. Now Smartphone users are super-connected and empowered by everything from apps to NFC. Everything is mobile and the BlackBerry just hasn’t kept up with the Smartphone generation and its love for all things done on the go.
BlackBerry’s struggling owners have finally clicked that to get them out of trouble they need to start considering a sale in the hope a new owner will lift their performance.
And with the Canadian company’s last venture – the Blackberry 10 - coinciding with 5,000 job loses and $70 billion shareholder drop – they really need to start getting the big decisions right.
But how does a business that was once so innovative stop innovating? That’s an issue for companies across the globe, whether their business is in the tech sector or not. Innovation is the new lifeblood of today’s brands – constant reinvention is key.
It’s something Blackberry has had to stomach as it watched its rivals acting like challenger brands even when they got to a scale and size they didn’t need to – and continue doing so today.
These ‘challenger’ brands aren’t always breaking the rules or being provocative just for the sake of it, instead they’re constantly striving for better services and products, they’re focusing on being creative and engaging with consumers. And most importantly, these brands aren’t making the mistake of letting the competition define who they are; they’re ensuring that they do that for themselves.
So let’s hope that good old BlackBerry can find a joint venture or partnership rather than just being swallowed up or pulled apart. But one thing is for sure, if you don’t keep reinventing and looking over your shoulder then - know matter who you are - your brand is on a limited shelf life.