Evolution of Blackberry: From Disruption to Adaptation
In the evolution of Blackberry, this presentation explores how the company shifted from its initial success factors to facing disruption, leading to a focus on security and niche markets. Critiques highlight missed opportunities with tech-savvy customers. Recommendations suggest a focus on core strengths, innovation, and adapting to touchscreen technology.
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Presentation Transcript
Blacklisting Blackberry Presented by: Paola Sunye Gustavo Armenteros Rico Heuchel Andre Berger C D INTERNATIONAL CONFERENCE ON DISRUPTION
Instant messages Mobile Internet Access Smartphone or PDA USP BEFORE DISRUPTION Who? Tech savvy customers High end Companies One of the first smartphones Keyboard Security Telecom companies (contracts) Retailers Revenue Value
DISRUPTION Touchscreen No trackball Large screen Allows Leaner customization of keyboard
REACTION Rest of industry Blackberry Stuck to initial success factors Followed Apple
Just upgrades and focused primarily on security USP AFTER DISRUPTION Who? Law enforcement (INTERPOL) Organizations or individuals dealing with sensitive information Most secure system Keyboard (?) From the manufacturer Revenue Value
Critique of reaction Reasonable to wait for the results of smartphone market Strengthened security advantages After, moved into niche Unresponsive/conservative regarding new technologies Ignored needs of tech savvy customers
Customer needs Disrupt/avoid disruption Profitability/Gro wth Ease of implementation Costs Focus on secure communication Invest in startups with touchscreen technology Focus on core strengths while investing in innovation and developing a touchscreen model
Focus on core strengths while investing in innovation and developing a touchscreen models Pros Cons The capacity to react promptly to disruption caused by competition
