BlackBerry smart cellphones earliest (micro Po) (BlackBerry) in just the past 2011 years into many trouble. First foray into tablet computer market, introduced a Playbook. But for haste, or a technology immature semi-finished products, even the most basic function are not perfect, and led to a large inventory backlog.
In July 2011, RIM cutting 2000 employees announced, which accounts for nearly 11% of total employees. In this about three weeks ago, Toronto finance company Selective Asset Management Inc. Chief mike walter (Robert McWhirter) sell the rest of his 58000 shares RIM stock. He said, now the market is mainly by intelligence product application software drive, he worried about RIM in such a market, competition crippled--RIM has always attached great importance to product engineering design.
In October, the blackberry network services appeared for three consecutive days of disruption, global users are affected, serious damage to the blackberry for many years the reputation of the network services.
November 22, on, Google (the Po) to stop the blackberry users or support Gmail service.
Blackberry are following nokia (the Po), MOTOROLA (the Po) these old mobile phone manufacturer's footsteps, acquisition rumors everywhere, even predict Forbes blackberry it away in 2015.
Is lying in the numbered among sleep, or rush, phoenix yet? Blackberry facing a death trial.
Blackberry fronts
Once the lead of the blackberry smart phone, with two (Android) system and the apple iOS smartphones rapid development, continuous shrinking market share, smart phone market in North America from the leading down to after them, and even being called "false smart phones".
According to IDC research institutions that, by the end of June, 2011, in the key RIM company American smartphone market share had fallen to 11.6%, five years ago, the number is still as high as 48%.
Too trust and depend on the technical expertise, and make the blackberry to of the development of the market reaction too slow, even in times of crisis is still keep silent.
Worse, loyalty to rate the user is also starting to waver. In October 2011 the blackberry service for three consecutive days, interrupt events, blackberry and the user communication very lag.
Blackberry users in Lynn Murdoch blackberry Facebook page message said: "RIM and the extent of the lack of user communication were surprising. I loved my blackberry, but let people angry is incredibly nobody can give back to normal time limit. Too disappointed!" New York's users, said Tony Vitali in give up blackberry's edge.
The lag of the blackberry partly from his internal rigid bureaucracy, more direct reason is the lack of applications. Because consider security, blackberry in the third party application support relatively conservative, many port is not open, for the blackberry design program difficulty is very big.
In this interrupt accident before, many companies began to reluctant to pay for blackberry service. Some companies have allow employees to use other smart phones, especially the apple mobile phones, to receive mail company.
Under pressure, blackberry came to the brink of collapse. In 2011 a quarterly reports show, RIM than expected revenue, profit appeared for the first time in nine years down, two, three quarters has not stopped to decline, the entire 2011 fiscal year forecast more not optimistic. RIM shares have dropped to the lowest point in eight years. At present there are many foreign analysts in RIM blackberry discussed dump the possible.
"The board of directors should now take decisive measures," running a crisis management consulting company Richard (Richard Levick) said, "RIM will need to be completely changes its DNA, stand in a new start position thinking, but not as the former market leader."
Security with
Although nearly two years continuously under a cloud and criticism, blackberry in some technology still occupy the place.
In November 2011, International Medical team (International Medical Corps) in the annual awards ceremony will be global influence award awarded to blackberry, to commend the disaster relief in the world the first line of contribution. The international medical team President Nancy (Nancy a. Aossey) said: "I want to tell you, blackberry does save lives."
"In disaster relief, you don't know what you are going to reach is what kind of," participate in Haiti rescue Neil Dr Joyce (Dr. Neil Joyce) said: "when we arrived in Hong Kong, no cell phone prince signal, but the blackberry can also send a message." In the Haiti earthquake and tsunami relief in Japan, dr Joyce with blackberry coordination medical equipment, and communication, to send supplies of the hospital.
"9 • 11" the event, the communication system almost paralyzed, vice President cheney handheld blackberry site to direct rescue, blackberry fame soared from then on. Wenchuan earthquake first by the news is trapped in the disaster area with Canadian tourists blackberry encryption mail (PIN Email) issued. Encrypted mail and blackberry instant messaging (BBM) in the form of data packets, through the little occupied GPRS channel will transfer to the blackberry all over the world of the server, and to another on a blackberry.
Also, through the blackberry communications network, which transmit information, to the maximum extent to ensure user privacy. In foreign companies in bidding or in the course of the negotiation, beware of the company for intelligence have no need not to the extreme, negotiators to choose between using blackberry mutual exchanges.
Appeared in 1999 blackberry, 2006 years to enter the Chinese market, established in April 2009 Chinese companies, and in June, 2010, into the retail market, very slow pace to now, its market share is still less. Blackberry consciousness that, as the Chinese government and the enterprise to enhance the protection of information security, blackberry may expand to the bigger market. But blackberry information high confidentiality has made it in some countries was hampered. India in 2010 threatened because they can't control the content, will be closed blackberry E-mail and instant messaging services encryption, and be ordered to RIM come up with a solution. RIM finally in mumbai installed the related facilities, the Indian government submitted to the suspect's name, the monitor, and the related information provided to the Indian government decoding.
However, the enterprise users are still blackberry major consumer groups, more than 90% of the world 500 strong enterprises are using the blackberry software equipment.
Through the use of blackberry enterprise service (BES), the company can get great control. In the background, management, there are more than 600 for the company issued blackberry options. The company can hold to employees of the blackberry mobile phone almost any remote operation, such as shielding signal, control long distance by playing, erasing the company documents, closed camera functions, etc. At the same time the company private mobile phone folder to save the file is not be controlled.
In the near future, the blackberry also released mobile fusion technology, can independent management and protection of blackberry smartphones system, blackberry tablet computer (Playbook) system, apple mobile phone system, iPad system and Google andros system, make enterprise employees don't have to buy blackberry can also master the blackberry to control. For individual users, Blackberry also has Blackberry protect function, in the mobile phone is lost, the user can through the network operating erase mobile phone store content and information to make by mobile phones finders saw.
So far, the blackberry has not been cracked and the news of prison break. These blackberry keep for years is not imitation and beyond characteristics for its attracted a group of loyal enterprise and individual users. But looks is standard office tools of the blackberry, light, it is hard to live on this advantage is attracting more and more individual consumer. In the user experience, compared to apple and andros system, in view of the blackberry system application is negligible.
The long road
In the past two years, the company is taking the RIM measures adjustment strategy, which bought many enterprises to provide new operating system, the browser and design shop.
In August 2011, blackberry hired responsible for developers of the relationship between the vice President sanders (Alec Saunders), is also in order to develop more able to blackberry of applications running.
But, based on the new operating system BB10 mobile phone to wait until the end of 2012 to market. The company constantly explanation is LTE chip technology is not mature, but this story has caused industry insiders suspicion. In the smart phone technology rapid development, competition intensified era, has exposed obvious disadvantages of the blackberry constantly delay new product releases a bellerophon letter.
Blackberry expanding existing models, from 2007 to the present, a total of 37 new models introduced. In a statement, even RIM company acknowledge that it was not know the market of how many blackberry models. RIM is supposed to be a cause greater range of consumers' concern, in the consumption of ordinary mobile phone field, this strategy may be feasible. But to smart phones for, but the consumer confusion and deepen choose phobia. London BeiLun berger Bank (Berenberg Bank) analysts ai ha, Wallace's (Adnaan Ahmad) said, samsung (the Po), and other firms also launched a number of andros products, but RIM and if they analogy is wrong, samsung production many key cellphone components, when many products sales volume to rise, it will have cost advantages, RIM didn't this advantage.
For blackberry for, but Renaissance to the history of the monopoly, there is no possibility.
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