Product Assessment

Blackberry is a product that has long been on the decline, even seeming going extinct and different points in time. Somehow, along the way, Blackberry lost its innovation and appeal. Blackberry recently tried to re-launch the brand in efforts to once again increase the brand’s popularity and be able to compete in the cellular phone market. The company is coming out with a new strategy, new devices, and new ideas to woo the customers of their competitors, iPhone and Android. There has yet to be any taking over of the market since Blackberry debuted their new devices.

Research

At this time it really just looks like Blackberry needs to go back to the drawing board and just start over completely. They need to forget everything upon which the company was founded, the original goals and purposes of the company, as well as the devices. There just needs to be a blank slate. Before any more attempts at re-branding or a comeback, they really just need to spend a significant amount of time researching. They need to study the market. They need to study the consumers as well as research the customers and their competitors and find out what it is they’re looking for, and what it is that draws them to the competitors. There is something distinct that draws each different customer to Android and Apple. Honestly in that arena, I don’t see where it would be a hard task to do research in those very areas. One of the things they need to do for starters is pitch the suits. Then they need to find real people and talk to those people no focus group per se, but just real everyday people. After that they need to go find the nerds. What do I mean by all this? I’ll explain.

Pitch the Suits

Currently the execs at Blackberry are pretty much all old men in stuffy suits and that’s exactly what interpreted in their products. Thorsten Hines just replaced the last stuffed shirts Jim Balsillie and Mike Lazaridis. Yes we all know that there is much wisdom to come from those that have...