Apple front Blackberry, the apple eats the blackberry

Blackberry's golden age

BlackBerry had in early 2000, the most beloved mobile phone model and all desired to have one. However, the confidence of the positioning they had, did not show that the digital transformation was approaching unstoppably and that another device could snatch the privileged place he maintained in the market until that moment.

Research in Motion (RIM), the company associated with Blackberry , popular for its portable messaging devices in the 90s, launched in 1999 the BlackBerry 850, the first mobile that integrated the email. This model and its successor, 857, were very popular among executives.

In 2002, BlackBerry 5810 arrived, one of the world's first smartphones, which included email manager, Internet browser, task calendar, music player, text messaging, and fax compatibility, and in 2005 came Blackberry Messenger, the WhatsApp ancestor.

In 2007 with its improved alphanumeric keyboard , color and camera screen , Blackberry had its best time with more than ten million users and 300 operators in 120 countries.

However, that same year Apple revolutionized the technological market, launching the first generation of the iPhone, which changed the world of smartphones causing the start of the end of the BlackBerry era.

Beauty Front Functionality.

Blackberry Apple's iPhone model was not a threat to its business, as it was less certain than its offer. He was still clinging to the idea of maintaining his models for entrepreneurs, based on the functionality , the durability of cargo of the batteries, the low consumption of data and bandwidth. But at the same time it maintained boring and visual attractive applications , with an operating system too restrictive for application developers which limited the market.

Apple had a great completely opposite idea , knew how to connect with the growing market of the people on foot, offering them what they demanded thanks to the implementation of digital transformation , an easy -to -use browser with and abundant applications with a touch screen , winning the public who did not care about the limited efficiency, that the batteries would last a day or that their telephones monopolized the entire bandwidth.

Blackberry executives had great ideas to combat the threat that the iPhone supposed for their device and all they had to do was get off the pedestal in which it had risen. But they did not, they were too confident and too conservative , a deadly combination in the world of technology and did not know how to foresee the failure that came to them.

Even until 2011 and after the introduction of the iPhone, the BlackBerry increased, so they had no reasons to distrust. Only Apple had a different strategy and, together with RIM's mistakes, would be deadly for Blackberry.

David Yach, director of technology at RIM , came to say of the iPhone that "everything indicated that the product should have failed, but did not." For him and other senior executives of the company, Apple revolutionized the technological market by introducing digitalization and modifying the competitive environment, the reason for being of smartphones, transformed it from a functional product to a visually attractive product.

2007 the beginning of the end

In 2007 Apple launched the first generation of the iPhone , which changed the world of smartphones with a software developed thanks to digital transformation Blackberry devices and considerably affecting sales.

While the iPhone gained popularity with the development of the touch screen, to which other competitors such as Sony Erickson , Nokia , LG , and Samsung , Blackberry continued to cling to its alphanumeric keyboard for some more years. Although finally, in 2009, the BlackBerry Storm model included it, together with a new operating system and a application discharge center, the initial rejection to adapt its model to this new trend, led it to negative results and its sales were disastrous.

Their sales went from 2,000 million dollars in 2011, only half in two years, and they did not stop falling by precipitating their end in 2016 .

It can be said that, until the irruption of the iPhone in the technological market , Blackberry had the demand monopoly in terms of mobile devices. But technology evolves every day and if you are not willing to innovate and adapt your services through digital transformation , any company , however consolidated it may seem, can be exceeded by another better adapted to the changes.