This project is about the problems and solutions that blackberry faced in the market

1. Critical situation in an organization
and managerial solutions
ROLL .NO: BY:
RA1952001020100 R.BHARANI THARAN
1ST YEAR MBA
SECTION “B”

2. Black Berry

3. Key contents
• INTRODUCTION
• FAILURE
• SOLUTION

4. Introduction
BlackBerry smartphones, tablets, and services were originally designed and
marketed by Canadian company BlackBerry Limited (formerly known as
Research In Motion, or RIM). These are currently designed, manufactured,
and marketed by TCL Communication (under the brand of BlackBerry
Mobile), BB Merah Putih, and Optiemus Infracom for the global, Indonesian,
and South Asian markets (respectively) using the BlackBerry brand under
license.

5. Slow to react to market changes
 BlackBerry devices were top in their class for many years because they
provided small Qwerty keyboards that made it easier to fire off emails
and instant messages.
 It’s easy to forget, but touch screen phones were few and far between
back then, and most people were far more comfortable using plastic keys
and a little scroll ball.
 However, eventually, led by Apple and Android devices (more on them
later), smartphone users became comfortable with touchscreen devices
and actually preferred them for the larger screens

6. Slow to react to market changes
 BlackBerry failed to notice the change. The firm stuck doggedly to the
idea that fiddly plastic keys were not only desirable, but preferable to
sleek, elegant devices, and that if it churned out enough they would still
sell. This never happened.
 The company did try to turn the corner with BlackBerry 10 that allowed it
to create full touchscreen devices with a more modern look and feel, but
by then it was too late.
 What's more, the app economy had exploded around iOS and Android
so that, even those who did want a BlackBerry device were left without
the core services they needed.

7. Slow to react to market changes
 Perhaps if BlackBerry had made beautiful, elegant phones it could have
clawed something back and regrown but, as we shall see, it most
definitely did not.

8. Solution for the problems
 Apple attracts attention because, just about once a year, they release a
magical device. (They also have the best media ecosystem, a brilliant OS,
the best app selection, and a fluid user experience that includes response
touchscreen and a functional speech recognition engine.) If the
BlackBerry is to stay relevant, it needs to be revitalized with a brand new
product, even if BlackBerry 10 is not ready. How about an 11-inch version
of the PlayBook that comes with a free license to watch recent Hollywood
films? Or maybe a new business app that competes with Salesforce or a
PBX system, included with every BlackBerry? Try giving away the
BlackBerry enterprise server to companies that buy a set number of
smartphones.

9. Solution for the problems
 The PlayBook 2.0 now supports Android apps, but only after the apps are
ported over. It is a fairly routine process, and developers can even sign-
up to receive a free PlayBook to help with testing. The problem is that the
end-user doesn’t have time for any of this. If there are any hurdles at all,
we often will not jump over them. (Look at the problems with early
Android tablets that shipped without the Android Market.) An emulator
should just work without any re-purposing. When you load an Android
app, it should just run. Also, asking Android developers to port their app
to a device that is so slim right now with apps is not a good strategy—it’s
like asking people on land to swim out to your island.

10. Solution for the problems
 One last strategy is to improve the BlackBerry hardware in time for the
OS 10 release. My last test with a BlackBerry was frustrating because the
touchscreen was not responsive, the device felt heavy and cumbersome,
and it didn’t work with faster 4G networks. New devices should come with
an NFC chip for buying goods by tapping the phone on a terminal,
Bluetooth HDP (Health Device Protocol) for connecting to workout
machines and health monitors, a way to beam contacts between phones,
and other features designed to attract early adopters. Then, make sure
the OS supports them seamlessly.

11. Conclusion
These are the only solution for the blackberry company to survive in the
smart phone world.

12. Thank you