BlackBerry has thrown in the towel and shut down its hardware production division. Going forward any device produced bearing the BlackBerry logo will be from an outsourced partner to the company.
This news comes as little surprise to those who have been keeping an eye on consumer trends. When was the last time you saw someone with a BlackBerry smartphone? If you did, how often do you come across such people?
That aside, numbers do not lie! From as early as 2009, the company has been struggling to sell its handset as consumers increasingly found Android and iOS devices more appealing. BlackBerry was late to adapt to changing consumer taste and preference; the company stuck to its gun with the physical keyboards. At a time when consumers tastes and preferences were growing in favor of the touch-screen devices.
Android and iOS gave BlackBerry a fierce run for its money as they produced touch-screen devices with intuitive user experience operating system. The company’s hardware (handset) division has been struggling from as early as 2009.
There has been a lot of efforts by the company’s management to turn the company’s fortunes …read more