The cause of blackberry decay: A major market crash misses emerging markets

Market share of Android and iOS has climbed to 92.3% and hit record highs, according to the US smartphone market data released by the market research firm comscore, which ended August. The BlackBerry continued to maintain its third position, but its share fell from 4.8% to 4% and has become a marginal player. If the time goes back to the early summer of 2008, in the Nasdaq Trading Hall, the BlackBerry stock has reached its all-time high, with a market capitalisation of $84 billion trillion, and the BlackBerry's ambitions. And now it seems that the executives who smiled at the Ontario Prov. Waterloo BlackBerry Headquarters in Canada needed more than a bottle of celebratory champagne but a time shuttle to the future. At the end of the summer 5 years later, the BlackBerry's market capitalisation has evaporated by 90%. Last month, the BlackBerry announced that it would sell its company to Fairfax Financial, a major shareholder, at 4.7 billion dollars. The latest news shows that BlackBerry is still in contact with Samsung, Google (Weibo), LG, Intel and Cisco and other technology giants to try to sell all or part of the assets. Even if the 51% share of the North American market, winning the president's highest trust, can not save a business is not thinking of the future. In the face of the situation, the BlackBerry plug on the Gbagbo released BB10 series of new products do not seem to be able to undo any leeway, the Friday BlackBerry released its second-quarter earnings, the North American market plunged 56%, the global loss of 1 billion U.S. dollars. What was wrong? If there really is a time shuttle, the BlackBerry should probably consider retaining and attaching importance to the advice of co-founder Barnslig. Barnslig left the BlackBerry in 2012 because the company completely vetoed the BBM strategic plan he advocated. Most importantly, he led the development of iphone killer products in 2007, but failed due to insufficient investment. A former BlackBerry executive in China, who declined to be named, pointed out that the BlackBerry had a full opportunity to recover in 2008, but the hesitation of the BlackBerry executives left 2010 of years of BlackBerry completely passive. "The problem with the BlackBerry is that it has not been able to build its own ecosystem when it comes to transforming consumers," said Dunce Clark, a renowned Silicon Valley tech man. Perhaps, "touch screen" or "keyboard" is not the key, but whether there is enough to perfect with the hardware software features to attract consumers. After all these years, he says, Blackberries cannot rely solely on mail to conquer users. As one BlackBerry founder Lazaridis said: "We are not ready for the future." "The former BlackBerry executive in China said:" The transformation of the science and technology industry is too rapid, for the internationalization of large enterprises, can not see the trend of the words will be plunged into a huge passive, because after the missed opportunity, a huge enterprise structure will lead to a decline in policy implementation, to change in adversity, it is very difficult. "Worst of all, the wavering strategy of the BlackBerry's top brass continues, and BB10, the current CEO of the BlackBerry, says he is committed toCut the company's operating costs and put the focus back on corporate customers. BlackBerry employees: Five years in a slow decline facing the ever-tightening operating costs, BlackBerry last week ushered in a third global downsizing, involving more than 4,500 employees, accounting for One-third of the company's total staff, of which North America became the hardest hit. Co-founder Barnslig said he was saddened by the BlackBerry's rapid decline, "I don't know what employees are thinking." Everyone is talking about possible consequences. "In the future, for less than 10,000 of the BlackBerry global staff is very confused." As a result of the BlackBerry Privatization news, most of the BlackBerry's staff and former employees breathed a sigh of relief: "The BlackBerry finally has a direction." "Unlike the Jiangshan outsider, the 20,000 of global employees who worked for the BlackBerry are deeply aware of the fall of the BlackBerry." Now that the BlackBerry has lost its main battleground in North America, and the glorious past has ended with the loss of its base, the BlackBerry is now relying on some of Asia-Pacific Non-mainstream markets. Sadly, the BlackBerry failed to capture the present and future in the Asia-Pacific market because of the failure of the transition consumer hierarchy. Some of the BlackBerry's employees in China, Asia Pacific and North American markets have talked about their deep insights into Tencent technology, which can also be a glimpse of some of the BlackBerry's fading paths. Ignore the Chinese market swallow bitter fruit story first from BlackBerry China. "BlackBerry has been in China for a long time," said a former Chinese BlackBerry executive. "The executive entered the BlackBerry Asia-Pacific region from 2004, leaving the BlackBerry in early 2013 could be a testament to the whole history of the BlackBerry's rise to decline, she said, noting that BlackBerry had missed too many opportunities between 2008 and 5, and that after 2010, the speed of the BlackBerry's decline was a shock to all employees. "In fact, a lot of research has been made, and it's obvious in the two years that BlackBerry phones are no longer selling," he said. "A lot of people think that BlackBerry China is miserable now and there are not a few employees left, but the former executive said the BlackBerry China was at its peak at the height of more than 200 people, and there are about 30 people left in the market, about 100 people in the department. Most of the BlackBerry employees in China are voluntarily leaving and looking for better opportunities. BlackBerry's channels in China are similar to those of Apple, which are divided into operators and free channels. Carriers have long since stopped cooperating with telecoms and mobile phones over BlackBerry sales, and the lack of support for the channel has not been through. In 2010, when BlackBerry tried to open up the Chinese market, Rim chairman Barbara Stemester and co-founder Barnslig in 2010 to discuss a joint venture in China, and despite the efforts of the Chinese, the plan was abandoned because of disagreements between BlackBerry executives. Then, the BlackBerry business plummeted in North America, with its headquarters not taking into account the development prospects of BlackBerry China. After the release of BB10, BlackBerry's attention fell to the Chinese market, and this time the focus was not on consumers, but on developers. BlackBerry officials have said that one-tenth of BB10 's applications come from the hands of Chinese developers。 Chinese developers have diversified into small team models, and low prices have become an important force in the BlackBerry ecosystem. The Non-mainstream market is outstanding but powerless to the top the BlackBerry's best performance in the Asia-Pacific region is the Indonesian market, but the outlook is not rosy. Market share of BlackBerry in Indonesia was 42% in 2012, less than 67% in 2011, while Samsung's market share increased by more than a year, from 23% in 2011 to 48%, according to Canalys, a marketing research firm. Tencent Technology interviewed the BlackBerry Malaysian Market director Mash Chung Yan Tan, said she joined the BlackBerry in 2010 as a BlackBerry powder. At that time, the BlackBerry was also more supportive of the Malaysian market when it received positive effects from the Indonesian market, when the BlackBerry executives were considering a transition from high-end corporate clients to a consumer hierarchy. "I see hope that more BlackBerry fans in the developing world will eventually be able to use the BlackBerry," he said. "However, 2010 years later, the market has become quite different. In North America's high-end handsets, the iphone has been squeezing BlackBerry living space, and Android phones around the world have been frantically blocking the way the BlackBerry has transformed its consumer hierarchy. BB10 was delayed in 2013, and prices became the biggest challenge for BB10 in the market. Mash Chung Yan Tan said he was shocked by the layoffs of 4500 people. "BB10 just launched, the company needs to have more dedicated staff to work hard for it." "However, cutting costs and a wide range of layoffs really worry the current staff." Tencent technology has learned from inside the BlackBerry that the global downsizing of the BlackBerry is not over, and that the job cuts in the Asia-Pacific region are now being announced, mainly in North America and Europe. Many people in the BlackBerry Asia-Pacific market are considering their own prospects, hoping not to be fired passively. The big rout in Europe and the United States is perhaps the most difficult time for the laid-off workers in Europe and North America to open their mouths. A German employee shut down for a week after receiving an interview. A Canadian working BlackBerry employee, who declined to be named, said that 4,500 Laid-off employees had basically received satisfactory compensation, making them feel sad mainly because they suddenly lost their jobs and did not know how to respond.