Finally, the time has arrived to put the last nail in the coffin, even if not to really bury it. The empire of once an undisputed king in the smartphone market has fallen down. Blackberry, a brand once famous for building innovative smartphone technology and the Blackberry Messenger (BBM) has announced that it will shut down its phone manufacturing business. The Canadian company is going for a strategic shift in the company’s policy to save on capital after failing on its latest bid to amass the users with Android smartphone.
Now, the company will rely on its partners to build and sell the Blackberry branded devices, keeping the Blackberry technology and brand. So far, Blackberry has announced its first partner as Indonesia-based BB Merah Putih. CEO John Chen said in a statement, “The company plans to end all internal hardware development and will outsource that function to partners,” and also added, “We believe that this is the best way to drive profitability in the device business.”
For a decade, Blackberry ruled the smartphone kingdom and was even considered a game changer in 1999 when its RIM 950 allowed people to access email wirelessly. But Blackberry just couldn’t anticipate and react to the evolving trends of smartphone market after Apple introduced the iPhone and then Google’s Android phones conquered the market. This pushed Blackberry on the back foot. Since then, Blackberry despite numerous attempts with a new OS release, some interesting products like the Priv, has not been able to make it out of the rough waters.
Though all is not bad, Blackberry CEO also confirmed that QWERTY keypad isn’t going anywhere and that they will continue to be manufactured and offered.