Alicia Keys Can’t Save BlackBerry

  • Tweet  
  • LinkedIn  
  • Facebook  
  • Google plus  
  • Send to Kindle
  • Send to  

Despite strong reviews for the BlackBerry 10 OS and enterprises support tools, the newly branded BlackBerry Corp. continues to slide. The reason: continued market share erosion and a chaotic rollout of new devices. Can the channel save BlackBerry?

 

alicia Keys

Related articles

Alicia Keys may be a girl on fire in the music world, but the soulful siren isn’t having much of an impact in her new role as “global creative director” of newly rebranded BlackBerry. The company continues to see market share erosion and sliding valuation despite the strong reviews for its new operating systems and smartphone products.

Formerly known as Research in Motion, BlackBerry lost 3 percent of its market value since the beginning of the week following the defection of Home Depot to Apple Inc., which is replacing legacy BlackBerry devices with iPhones.

The Blackberry 10 operating system, two new smartphones -- the Z10 and Q10 -- and its enterprise management tools are getting strong reviews from analysts, press and solution providers. However, BlackBerry has chosen a staggered rollout strategy, and the new products won’t reach the U.S. market until the end of March. Some speculate the company is having supply chain and logistical problems.

The new products and corporate identity were thought to be BlackBerry’s best chances to revive its fortunes after years of seeing its mobility dominance utterly defeated by rivals Apple and Samsung Electronics Co. Over the last two years, BlackBerry has changed management, downsized its workforce and refocused products to match and, in some cases, exceed rival offerings.

What some BlackBerry supporters fear is this effort is too much too late. While BlackBerry 10, as an enterprise offering, is said to be better than competitive smartphone offerings, the momentum and share of voice belongs to Apple, Samsung and other Android-powered devices. The popularity and huge head start Apple and Samsung have over BlackBerry may prove too much to overcome.

Home Depot is hardly the first defector. Several U.S. government agents, including the Department of Defense, are experimenting with iPhones to meet user demands for functionality and cost cutting. Apple making inroads into the federal market is an invasion of BlackBerry’s last bastion of dominance.

Where the company may have an advantage is familiarity with IT departments and the ability to give solution providers management tools. BlackBerry products, with their client-server architecture, are easier to provision, secure and support than competitive offerings. If BlackBerry can extend tools and support to solution providers, it may have a chance of staunching the outflow of customers.

BlackBerry has been working with distributors and carriers to bring support tools and applications to the channel. To accelerate its recovery, the company may want to elevate its channel presence, increase enablement and devise blueprints to extend services through solution providers.

Dispatching Alicia Keys to channel events would help, too. (Just a suggestion.)

 

 

  • Tweet  
  • LinkedIn  
  • Facebook  
  • Google plus  
  • Send to Kindle
  • Send to  
More on Channel Business
data-quality

Value over volume, RackWare says of expanded channel partner program

Aim is to have the right coverage with close relationships, VP says

divorce-pa

The velvet divorce? Options and disruptions to come from HP split

News that Hewlett-Packard is breaking into two companies continues to reverberate through the channel. While the ultimate impact on HP partners and customers remains unclear, the new entities will have plenty of options for plying their futures

treasure-chest-with-gold-coins

Channel strikes gold selling to non-techies

Tech sales staff busy selling to business units as much as tech staff, according to Gartner

jessica-m-225x300

Welcome to the new Channelnomics

Channelnomics goes live with new-look site. Join us on Twitter to give us your thoughts - @channelnomics

Visitor comments
Add comments
blog comments powered by Disqus
In-depth
elvis67878787

Suspicious minds in the post-Snowden world

Investment in new technologies being avoided with security experts wary of cloud and new technologies post-Snowden

Old-fashioned cash register

Vendors need to get with the times, Channel conference hears

MSPs need up-to-date support from vendors, including working together

seo-checklist

‘Internet of Things’ shifting IT spending priorities

Analyst firm Gartner says enterprises spent more than $40 billion on what could be called Internet of Things (IoT) programs. As more IP-enabled devices get connected, enterprises may shift spending patterns and disrupt the way IT is acquired and supported

divorce-pa

The velvet divorce? Options and disruptions to come from HP split

News that Hewlett-Packard is breaking into two companies continues to reverberate through the channel. While the ultimate impact on HP partners and customers remains unclear, the new entities will have plenty of options for plying their futures