Research In Motion Ltd (BBRY): Would Blackberry Regain Its Lost Glory?

With the launch of new features and phones, the company would look out to retain its existing customers and lure the ones who have migrated to other platforms like iOS and Android.


Apple has raced ahead from the competition due to their better touch phones and continuous enhancements made to the devices and the operating system. They have created a niche for themselves and are hugely dependent on the brand loyalty from their existing customer base. iStore applications are growing on a daily basis and there is a huge community to support the development of other applications and features. Additionally, Apple has ensured that they adapt their technology each year in accordance with the latest trends and incorporate the same in the new launches each year.

Nokia has also revamped themselves with the launch of Windows 8 operating system and the Lumia series of phones. Response to their new devices has been very encouraging and it remains to be seen if they maintain the momentum in the longer run. Nokia’s focus on the Windows platform would help them achieve synergies across all different product categories including Laptop, Tablets and Phones. Also, they are using highly effective marketing techniques to attract new customers in the developing and emerging countries.

Is a turnaround possible for Blackberry?

Blackberry 10.0 offers the right blend of corporate world and personal features. There are more than 80 million Blackberry users globally and many are still loyal to the brand. Rave reviews for Z10 would definitely help the firm garner more support for its devices. On the flip side, due to the indefinite delay related to the upgrade, there has been loss of trust and hence there is a higher possibility of people waiting for some time before they get their hands on these devices. Also, it would be very important for the company to gather support from the programming fraternity to prepare apps for the new OS as the App stores of its competitors are growing by the day.

Wednesday’s event can be looked as a right step by the company to come to terms with the current market trends, however there is a long road ahead and they would have to build on the positive momentum generated with the launch. It remains to be seen whether the push would be strong enough to lure back the customers lost to other companies. It would be extremely difficult, but does not seem impossible.

The article Would Blackberry Regain Its Lost Glory? originally appeared on and is written by Sujata Dutta.

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