Blackberry has released a new phone called the Blackberry Passport. It boasts a large square screen and, of course, a physical keyboard. With another attempt by Blackberry to regain its former glory I thought it would be interesting to see how the Blackberry product got to its present point in its evolution.
When the Blackberry was first introduced it filled a void in the market. Until the Blackberry was introduced in the late 1990s, there were no products that allowed people to send emails through their phones. The growth of the Blackberry came when it implemented a phone application to the device. Now the device was able to make phone calls, text, and send emails, thus making it incredibly popular among professional. These were the strengths that Blackberry kept focusing on to continue the growth of the product. As the product reached its maturity other phones began to emerge as competitors for the Blackberry. The most notable competitor was the original iPhone. With its innovative touch screen and product design the iPhone quickly became a more popular phone than the Blackberry. While the iPhone was gaining market share Blackberry did not innovative enough to keep up with the iPhone and quickly the products sales began to decline until it became an afterthought in the mobile phone industry.
Operation management lessons from Blackberry – Product Life Cycles
- Introductory Phase – Even before the Blackberry was launched it took many changes until a final, market ready product could be released. As with any other products in the introductory phase many changes will need to be made until the product is ready to be released.
- Growth Phase – When the Blackberry reached the growth phase it was the most popular phone for professionals. And just like other products in this phase demand is high and the companies with products in this phase to supply the demand.
- Maturity Phase – The maturity phase saw the Blackberry facing many competitors one of which was the iPhone. In this phase a company needs to have other high innovative products to compete with the competitors.
- Decline Phase- This is the end of the product and companies begin to withdraw resources away from them and focus on other products.
Follow Up Questions
Do you think the Blackberry Passport can help Blackberry regain market share?
If you were an operation manager how important would product design be for you?