If Only Blackberry Had Done This

@CoachIfeanyiEze

When Steve Jobs announced that Apple would launch the iPhone, BlackBerry’s management didn’t take it seriously. Why? Because at the time, BlackBerry and Nokia were the undisputed leaders of the mobile industry.

Steve Jobs’ plan was to combine a touchscreen with entertainment (music and video) and communication, creating an entirely new kind of device.

After the iPhone’s launch, BlackBerry began to struggle and eventually lost its dominant market position.

BlackBerry had one iconic feature that gave it a massive advantage: BBM (BlackBerry Messenger). In many ways, it was the original WhatsApp. I personally bought a BlackBerry phone because of BBM.

All they needed to do was switch to Android early on. With their already-popular communication tool, BBM, they could have had a real chance to compete.

Mistakes BlackBerry Made After the iPhone Launched in 2007:

(1). They dismissed touchscreens.

CEO Jim Balsillie famously called the iPhone a toy. BlackBerry’s leadership believed physical keyboards were non-negotiable, especially for business users.

(2). They ignored the app ecosystem.

While BlackBerry stuck to email and BBM, Apple launched the App Store. Developers flocked to where the users were.

(3). They underestimated consumers.

BlackBerry was designed for IT departments and corporate buyers, not individual consumers. The iPhone sold directly to users, who then pressured companies to support it.

(4). They were too slow to innovate on the OS.

BlackBerry OS quickly began to feel outdated compared to iOS. They didn’t attempt a full rebuild until BB10 in 2013 — far too late.

(5). Overconfidence in their security advantage.

They assumed companies would never switch because of BlackBerry’s superior security. In reality, most executives preferred the iPhone.

(6). Poor browser experience.

The iPhone offered a real internet experience, while BlackBerry’s browser was painfully slow. As mobile web usage exploded, this became a major weakness.

(7). They missed the bigger picture.

BlackBerry saw the iPhone as just another phone. Apple saw it as a powerful computer in your pocket.

In the world of business, never you look down on your competitors. Their next projects can close down your business.

What lesson did you learn from this post? Share with us at the comment section.

Ifeanyi Eze is an Executive Coach, Speaker, Business Strategist, Prolific Author, and the CEO of Thrive Consults.

Follow me on social media and YouTube: @CoachIfeanyiEze