It’s as if Coca Cola announced to stop making sodas. As if Rolex said it doesn’t manufactures watches. After the umpteenth so-so trimester, Blackberry announced that it will no longer produce smartphones, but will focus on software development. Stop. End of story for the iconic keyboard phones of the Canadian Blackberry brand that allowed to read the email on their screens. Until a few years ago, they were the reference of the ruling class over the world, for their ease of use. But the keyboard phones will not disappear at all. The development and production of the classic Bb smatrphone pass into the hands of an Indonesian company, PT Tiphone that will manufacture the subcontracted Blackberry devices in Asia.
It all started from the name Research In Motion, or RIM, a Canadian company founded in 1984 by Mike Lazaridis together with his childhood friend Doug Fregin in Waterloo (Ontario). Later, their fellow student Michael Barnstijn joined the two.
The first work of the company was commissioned by General Motors for which they developed a new automation and information project applied to the production process. In the nineties Rim works on wireless technologies and then starts producing the first portable devices for users with calendar and messaging marked by BlackBerry Limited. From there on, for a couple of decades, in the post Nokia period, the Blackberry phones have become the market reference until the arrival of Asian competitors and touch screen technologies. Slowly and inexorably, the new competitors have made this product look obsolete, despite its speed and ease of use.
Today’s news, after all, have already been written. It is only the ratification of an already known situation. Blackberry has decided to turn the page, and maybe it’s a good decision, because it focuses on new services to innovate, without fear of changing completely.
Other companies taken in the globalization meshes haven’t been able to react in time. Do you remember Kodak? Within a few years, the old rollers were replaced by digital cameras and these on their turn were replaced by smartphones.
The speed with which these changes occur is incredible. Here in South Tyrol, for example, many people used to use the Nokia phones, but this company has been wiped out in a few years.
Such important changes take place for the SMEs. They talk less about it, because the arguments are technical or of little interest. But those of us, who work closely with these companies know that consequences of the globalization, digitization and change are on the agenda.
Companies gone in trouble in a short time, companies that had not foreseen, companies that worked to then quit unexpectedly. It looks like a ruptured disc. What to do? To become aware of the change is the first, essential step to deal with the situation; to understand that today, by ourselves, we can not go forward. Networking, enabling consultancy, equipping marketing plans, and scheduling one’s moves should become axioms, like producing, perhaps even more important.
Let’s think. For whom do we produce if nobody is willing to buy our products and services?
It would be terrible to wake up one day and realize to have done exactly the end of Blackberry, wouldn’t it?