x PhoneArena is hiring! Reviewer in the USA

Inside the BlackBerry soap opera

Posted: , by Alan F.

Tags :

Inside the BlackBerry soap opera
Canadian paper The Globe and Mail ran quite a story on the inner workings of that handset manufacturer in Waterloo known as BlackBerry. A corporate soap opera, the story showed how certain decisions made by current management might have doomed the company. One potentially killer mistake made by the current management team led by CEO Thorsten Heins, was to release the all-touch BlackBerry Z10 as the first new BlackBerry 10 model instead of the QWERTY equipped BlackBerry Q10. Former co-CEO and RIM founder Mike Lazaridis wanted the Q10 to launch first because of the familiar physical keyboard on the phone.

During a board meeting last year, newly named CEO Heins showed off the BlackBerry Z10 to the board. Lazaridis was immediately upset with the handset. Pointing out a BlackBerry model with a QWERTY keyboard, Lazaridis said "I get this, It’s clearly differentiated.” Pointing to a touchscreen phone, the director said, "I don't get this." One could argue that Lazaridis' comment was just a newer version of other comments he and co-CEO Jim Balsillie made after the launch of the Apple iPhone that showed both to be in denial about touchscreen phones. But in this case, he might have been right (more on this later).

Heins' team had its way and he later said that the Z10 was harder to produce which is why he wanted it to be launched before the Q10. But BlackBerry was also losing its fabled enterprise business to Apple and Samsung who were scoring big with employees allowed to bring their own device to work. The CEO hoped that the BlackBerry Z10 would staunch the bleeding. But what he didn't understand was that people weren't leaving BlackBerry because the competition had a touch screen, people were leaving BlackBerry because of the capabilities of iOS and Android.

Heins infuriated the other former co-CEO at BlackBerry when he shot down Jim Balsillie's plan to get carriers to replace SMS on handsets with BBM. It was a brilliant idea at the time, and could have brought oodles of cash into the company coffers. But Heins and Lazaridis combined to block the move and this led to Balsillie's departure from RIM's board. Ironically, BlackBerry is now in the midst of a project which has been delayed, to have BBM made available as a free app for iOS and Android users.

"The problem wasn’t that we stopped listening to customers. We believed we knew better what customers needed long term than they did. Consumers would say, ‘I want a faster browser.’ We might say, ‘You might think you want a faster browser, but you don’t want to pay overage on your bill.’ ‘Well, I want a super big very responsive touchscreen.’ ‘Well, you might think you want that, but you don’t want your phone to die at 2 p.m.’ “We would say, ‘We know better, and they’ll eventually figure it out.’ "-Anonymous former RIM insider

The article goes on to add that what appeared to be pronouncements against the iPhone after it was originally launched that made him look out of touch, Mike Lazaridis was actually in awe over the device. He remembers telling his staff, "If that thing catches on, we’re competing with a Mac, not a Nokia." In June 2007, Verizon approached BlackBerry about producing an "iPhone killer". The result was the first touchscreen 'Berry, the BlackBerry Storm. And even with the phone's disappointing launch, by August 2009 RIM was still the fastest growing company in the world according to Fortune, and 4 out of 5 U.S. consumers planned on buying a BlackBerry for their next smartphone.

But the gang at Waterloo didn't expect what happened next. The Motorola DROID came out and this was the iPhone challenger that Verizon and its customers were longing for. Named the Time Magazine gadget of the year for 2009, the first device running Android 2.0 beat out the Apple iPhone 3GS for that award. This should have been good news for BlackBerry. Android and iOS would split the touchscreen market and the Canadian based firm would get a majority of the rest. But instead, the touchscreen market expanded dramatically and the smartphone world soon was split in a battle reminiscent of the Hatfields and McCoys. By December 2010, Android had 23.5% of the U.S. smartphone market, up from just 5.2% the year before. By the next year, Android had over 47%. BlackBerry had lost 10% of its share in 2010 to 31.6% and dropped to 16% a year later.

source: GlobeandMail via Engadget

  • Options

posted on 30 Sep 2013, 03:03

1. Droid_X_Doug (Posts: 5993; Member since: 22 Dec 2010)

Nothing like the gang that couldn't shoot straight. A shame, but they never had a sense of urgency. Steve had an excess of a sense of urgency, OTOH.

posted on 30 Sep 2013, 03:20

2. juandante (Posts: 662; Member since: 23 Apr 2013)

My friend have a BB and it is a lovely phone.

posted on 30 Sep 2013, 04:12 1

3. cezarepc (Posts: 718; Member since: 23 Nov 2012)

Just got a 9220 for cheap-o communication using BBM lol

My main driver is an android though, and cam-phone is an N8

posted on 14 Oct 2013, 05:10

10. MobileKicker (Posts: 212; Member since: 19 Sep 2013)

How wrong
The z10 is a million times better than q10

posted on 30 Sep 2013, 09:44

7. frmrVZguy (Posts: 42; Member since: 10 Mar 2012)

G&M report is wrong ... repeating the same old garbage about the IP ooh&ahh cause of BB failure. THE TRUTH is it was the selection of flawed hardware tech in Pearl and Storm that was failing and causing the loss of UTILITY-GRADE DEPENDABILITY that BB had become famous for: the weird click-touch screen and trackball. BB could have existed just fine as a business-connected phone alongside the IP as a media-centric consumer phone.

The number of 'frustrated-to-the-point-of-screaming' customers was off the charts. THIS must be remembered by phone-company execs. I am certain that BIS operator businesses will never forget and nor will their users.

Young people with no jobs and no responsibility and no money will not appreciate the importance of UTILITY-GRADE DEPENDABILITY... until they need it themselves.

posted on 14 Oct 2013, 05:08

9. MobileKicker (Posts: 212; Member since: 19 Sep 2013)

I also have a z10
I love it
Its buttery smooth

I switched from android and ios to bb
I hate windows phone8

posted on 30 Sep 2013, 06:24 1

4. tryingHARD (Posts: 64; Member since: 31 Dec 2012)

I had z10 but due to lack of apps, i switched to android. But the flawlessness with the bb10 is incomparable to any os(running native apps). Close to ios imo.

posted on 30 Sep 2013, 09:10

6. rdaex (Posts: 149; Member since: 24 Oct 2012)

Agreed. Its very smooth and man does it let me get things done instead of piddling with it like my HTC One. I love my one as well, but for very different reasons.

posted on 30 Sep 2013, 08:38

5. kindlefireowner (Posts: 503; Member since: 05 Dec 2011)

Just let me know when BB put there phones on fire sale. At $199 off contract, I would buy one.

posted on 30 Sep 2013, 11:53

8. ilia1986 (unregistered)

If only they went with Android for their Qwerty phones... 4.5-5" touchscreen phone slider with full Qwerty keyboard aka giant palm pre with Android = dream.

Want to comment? Please login or register.

Latest stories