Blackberry is Dead

Blackberry has killed the Blackberry Classic

blackberryI’ve been decrying this the 2011-2012 timeframe, I think. Honestly, I’m really very surprised the company has held out as long as it has, but based on what’s just happened, the company is over and it needs to hang up its mobile devices (read; cleats).

In recent news, Blackberry has discontinued its Blackberry classic – the last current handset in the world running Blackberry OS. Instead, the firm has decided on the following strategy, according to their COO and GM for mobile devices, Ralph Pini,

We are committed to the success of both BlackBerry 10 and Android devices. To keep innovating and advancing…we are updating our smartphone lineup with state of the art devices… The Classic has long surpassed the average lifespan for a smartphone… We are ready for this change so we can give our customers something better — entrenched in our legacy in security and pedigree in making the most productive smartphones.

What this translates to is that Blackberry is releasing one Android phone every quarter, for the next three quarters.

  • Q3-2016: Neon
    This budget based phone should hit the streets in July-August 2016
  • Q4-2016: Argon
    This mid-range phone should be available in October 2016
  • Q1-2017: Mercury
    This upper mid-range phone should be available at the start of 2017 and is rumored to have a physical keyboard

While Blackberry – SAYS – it’s still committed to the success of both Blackberry 10 and Android devices, its immediate strategy doesn’t appear to include any native phones. In other words, I wouldn’t expect any, any time soon. This really makes Blackberry nothing more than yet another mediocre Android phone OEM, and with the devices they show above… I don’t expect them to do very well in the coming three quarters, regardless of price. Mid-range to low end Android devices don’t a lot of business in the enterprise. Those folks want flagship class phones. The market that does want affordable Android devices – emerging and “third world” markets – don’t want enterprise messaging services.

Back in the day, RIM – now called Blackberry – ruled the roost as the mobile device king, fighting off both Microsoft and Palm. Now, 12 – 14 years after their hay day, they’re just another company hanging on, trying to find a way to stay alive and remain relevant while continuing to rely on to IP and paradigms that just don’t resonate with today’s markets.

Are you or your company still using Blackberries? If not now, and you did previously, when did you stop? Do you feel that Blackberry has a chance at continued survival, or are they in an unstoppable death spiral? I’d love to hear your thoughts on this issue. Why don’t you meet me in the Discussion area below, and give me your thoughts?

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