BlackBerry in China: The key is not sensitive or not

Once upon a time, the BlackBerry phone produced by RIM, Canada, almost synonymous with smartphones, with full keyboard operation, affordable internal messaging system and unique security, this unique mobile phone once proud of the business mobile phone field, whether to have a "BlackBerry Small mail Group" in North America is almost a company whether " Sign of the path. " When Barack Obama, the Democratic presidential candidate, came to the White House in 2008 with a big black horse, the Internet platform enthusiast and "BlackBerry" fan, in order to continue using his BlackBerry as president, would not "knowingly" or even move to revise the White House secrecy rules.

In the past 6 years, there have been a lot of "glamorous" people, such as Mr Obama, who had just been "lame" in the mid-term elections, or BlackBerry.

2008 was the year of the so-called "black storm" that swept North America, where Obama was the first black president of the United States, and "BlackBerry" pushed Rim's share price to its peak so far. However, the so-called monthly loss is surplus, water overflowing, since then, the fate of the "BlackBerry", like Obama, are full of extreme decline, began to deteriorate.

Now RIM's name has been relegated to the BlackBerry itself, its share price is also higher than the 2008 peak--$ 148 a share shrank half (up to more than 90% per cent, only 8.26 U.S. dollars per share last September), once up to 20% of the global smartphone market share, now only 3% A little more, the stronghold of North America is less than 2%. Last January 30, long-awaited began the new "BlackBerry-10" mobile phone finally keep up with the trend of touch screen, but the market positioning of underachievement, so that the belated "next generation of BlackBerry" just a listing of the market will become the outdated products.

Bad results and a bleak market outlook have made the once-hot blackberry nearly worthless, and the company that bought the BlackBerry from the 9-dollar-A-dollar ($ 4.7 billion) investment group Fairfax Finance Company (Fairfax Financial Holdings) has chickened out, even " The "BlackBerry", which no one buys, was eventually forced to fire CEO Torsten Haines last November and replace Chen with Hong Kong people.

Chen, the "BlackBerry", changed his predecessor's penchant for selling and put on a "fight to the end", and the book performance of the first two quarters of the year was finally getting better, with losses declining and sales expected to rise. People are beginning to rethink how to save the BlackBerry, which is not strong but has its own unique charm.

As early as rim, "BlackBerry" on many occasions, said the transfer of equity to Chinese capital, but always only smell the stairs, Stray, according to some insiders, the Chinese investors who value the BlackBerry, but Rim shareholders see Rim Equity as a commodity, a "love to buy", "out of date" Posture, and finally scared away the price-seekers. such as "BlackBerry" perceived momentum is not good, turned down the shelf to allow the purchase, but has long been the eyes of others, no longer so sought-after.

Still, Chen's Chinese background, and the rumors that have been repeated over and over again, have left many analysts, more or less, to see China as a key point in the next step in the market for "BlackBerry". In October this year, Chen told the media that China was "a huge market to be reckoned with", so the BlackBerry was "actively considering" how to develop its business in China, giving the market renewed interest and imagination in the BlackBerry-China topic. During this period, the market circulated for a reason, Wushiju "Lenovo may buy BlackBerry" rumors, but also "blackberry" share price toss, the evil spirit is lively.

November 5, Canadian Prime Minister Stephen Harper after repeated, finally robbed this year sensitive and special "Memorial Day" (November 11) on the eve of the visit to China, and signed a series of important bilateral economic and trade cooperation agreements. In the accompanying large business delegation, "BlackBerry CEO Chen impressively, and Prime Minister Harper to attend the APEC opening ceremony hurried back to Ottawa, in order to participate in the" Memorial Day "Capitol Hill, The Nameless Martyrs memorial ceremony, while Chen stayed in Beijing, attended the APEC forum, the whole process, which naturally The "Chinese legend" of "BlackBerry" has become more and more rampant.

But the BlackBerry and Chen himself quickly poured cold water on the Lenovo's head. November 14, Chen to Reuters finance, said, "BlackBerry" does intend to shift the focus of future market expansion to Asia, but its focus is on India, Indonesia, Malaysia, Singapore and other East Asian and Southeast Asian markets, while China has "a political impact on information security concerns and security vulnerabilities," The BlackBerry appears too "Sensitive", so even if it can expand to "reasonable size", it will take too long, if "BlackBerry" has such time and money, in India, South Asia and Southeast Asia and other markets will have better returns, so the expansion of business in China is not a matter of urgency.

According to many market watchers, Chen's remarks were somewhat insincere, since coming to China, he has not only contacted the top officials of the authorities in China, but also met with Lenovo, Millet and even HTC and other Chinese capital leaders who were rumoured to be interested in buying shares, but Chen interpreted it as "looking for future opportunities" rather than "urgent".

The problem is not Chen or "blackberry" to the Chinese market is not urgent, but in a hurry is afraid is also white urgent.

If there are ever successful markets in North America, the UK, and Indonesia, "BlackBerry" still has accumulated a large number of personal enthusiasts "loyal", and some groups of users, so in the Chinese market, even the most 2010, 2011, it is not piecemeal in a few office and office white-collar workers in the so-called "office machine "," soporific machine ", and this is the" whole keyboard era "to create the performance, BlackBerry-10 in the Chinese market do not say that with Apple, Samsung, the two big Macs, even in the last two years the emergence of the Chinese local brands also appear to be more active than the" new players ".

The BlackBerry series is still not among the mobile or unicom contract machines, making the BlackBerry, which has traditionally relied heavily on group purchases and contracts locked in North America, to be "lightly" on the Chinese market. Not only that, as China strengthens its grip on group buying and government procurement, even Apple and Samsung, which have a fairly strong market position, are increasingly struggling in this area, not to mention the "BlackBerry" that has been barred from its doors.

Confidentiality is one of the "BlackBerry" 's only selling points, Chen therefore Shing, is understandable, but in the Chinese market is still weak in the background of secrecy, and Hualiyouhua hinted that "BlackBerry" in the Chinese market, "not war crime", it seems that some people laugh and cry--and do not say "blackberry" In the UK, India and the United Arab Emirates to compromise the government's "criminal record", but also in the Chen "sensitive" Chinese market, why Apple and Samsung have not encountered that many problems-to know that "sensitivity", from the United States Apple is certainly more than "BlackBerry".

As many analysts have pointed out, the most lethal thing about "BlackBerry" is that it is neither known nor confidant.

But I don't know, "BlackBerry" only in the initial stage of the failure of the crisis without a sense of urgency, so that the next generation of the main products dragged for several years before the appearance, the final delay is not emergency, was marginalized; but I do not know that, "BlackBerry" in China, including many important target market positioning errors, Promotional means and brand promotion nowhere (in China Sina Weibo on the brand to promote the award-winning question and answer, many of their own problems, the standard answer to their own is wrong, make a big joke); but I do not know that they until 2012, 2013 also confidently believe that their position in the North American group Market Shanruta, Ultimately, this "backyard" crash is more miserable and thorough than the new market.

But not confidant, "BlackBerry" is the first to die holding a full keyboard, and then to BlackBerry-10 blind dependence, the final full plate are lost, but not confidant, they will be a few times in the purchase of investors to assume a proud posture, and finally get the dilemma of today.

BlackBerry-10 has only 70,000 applications in its first hair, in the same period, Apple and Android have nearly 800,000 and 70多万个, and now even the Shanzhai low-end smartphone, can rely on the Android system to share a lot of applications, Outworn's "BlackBerry" but still put "we are very valuable" modelling, it will inevitably seem a bit hard.

This trip to China, "BlackBerry" and Chen on the one hand "to talk about cooperation" posture, side and bullish shout out "We do not lack of money", "to find a strong partner" slogan. But even a lot of "BlackBerry" insiders have confessed, "BlackBerry" of course is short of money--two consecutive quarterly losses are not false, but this is in three years of sharp layoffs (2500, 5000 and 4000) and contraction of the business sector, and the "strong partner" is everyone like, But it would be a different story to see a Half-dead "BlackBerry": In a number of previous episodes, the BlackBerry has lost many important overseas markets, some of which were lost to China's potential "powerful collaborators" (as in Nigeria), and the BlackBerry could be used as a chip to patent I am afraid it may not be better than the days of Nokia more attractive, in the latest smartphone global market share rankings, millet, Huawei, ZTE and other Chinese brands have surpassed the "BlackBerry", who can not see who, it is true.

In the final analysis, "BlackBerry" in the Chinese smartphone market "eat flat", and their attitude is not correct, market development is not positive, but also and "BlackBerry" mobile positioning outdated, more appropriate to the Chinese user taste--based on private purchase of China's smartphone market, more favored by the "tide" and "fun" models, And not just for office "soporific Machine".

If BlackBerry and Chen still expect the Chinese market and consumers to "look at me again", one side continues to pose a "I just despise you how you can" the arrogant face, "BlackBerry" in the Chinese market tomorrow, I am afraid is destined to only compare MSN Today: Still some people in the persistent "memory", But few people have actually used it.