Kicking the habit... 'Crack' Berry users just don't feel the same high anymore from the outdated mobile device

There is an advert that has been playing time and time again on Sky Atlantic in the UK. It features the new Blackberry model with particular focus on the dynamic camera feature. The problem is the feature wasn't really that new or game changing 6 months ago let alone now. It is simple, little things like this which probably explains why Blackberry has continued to experience a decline in sales and brand value. The company has lost its way in the competitive world of mobile technology, however what has really set the alarm bells ringing is the decision by a board to sell, which clearly demonstrates they are fresh out of ideas.

http://www.theguardian.com/technology/2013/aug/12/blackberry-for-sale-smartphone-market

An $85 million decline in sales last year would seem to suggest the former 'crack-berry' addicts have gone cold turkey. Blackberry has fallen behind the market leaders and is failing in the battle with Apple and Samsung. The company has clearly lost its way and the brand reputation is suffering as a consequence.

http://www.eweek.com/mobile/slideshows/blackberrys-mobile-market-decline-the-result-of-10-basic-factors/

Is Blackberry an example of what can happen when a company moves from an innovator to the imitator? Blackberry doesn't even seem to know where its product offering sits. it clearly isn't appealing to the price sensitive market and has allowed itself to fall behind in the battle to win share with the upmarket consumer. If smart phones today really are more about music and photos then they are about email then Blackberry clearly needs to be offering a viable alternative in this space.

http://www.theglobeandmail.com/report-on-business/the-blackberry-comeback-that-wasnt/article13719761/

And what about the corporate market that Blackberry has for so long experienced a sustained growth in? Well it turns out that Blackberry can no longer count on this market to bail it out of its current position. It is clear that even if the Blackberry review committee decided that the best way forward was to drastically downsize even more so than getting rid of the 5,000 employees they have already made redundant recently and go after the corporate market exclusively they might not even have an audience to cater for. When Blackberry first started to gain brand recognition and increased market penetration within the world of big business they were offering a valuable advancement in communication. Now they can't even offer the app, video or display capabilities that are needed to support the basic requirements of every small and large scale corporation.

http://yougov.co.uk/news/2013/08/14/blackberrys-new-model-failed-stem-its-brand-declin/

Brand index scoring doesn't paint a pretty picture for the future of the Canadian phone manufacturer. A steady decline from 2011 in both the UK and US markets demonstrates a clear message for any brand strategist about the dangers of losing touch with your market. Blackberry were once in a position where the brand was big enough to sustain the challenge of some of its fiercest competitors. Now they are in a position where without some careful planning and a clear and concise strategy it is in danger of being entirely squashed and swept up into the brand graveyard.