inception of iPhone and Android devices

Introduction of Touchscreen Devices

With the introduction of the iPhone and Android handsets, the mobile phone industry benefited from a shift to touchscreen devices with larger displays. Businesses like as HTC, Samsung, and iPhone took advantage of quickly evolving technology and customers' eagerness to embrace it. With the market's expanding change and switch, Blackberry's main worry was the protection of the market it currently dominated rather than investing in the market's increasing switch and developing technology (Savov, 2016). Blackberry was entirely focused on its clientele of large private and governmental entities. This market was allied to Blackberry due to its reliable security, utilitarian functionality, and email services that increased productivity in the organizations. Blackberry's stocks dropped and the company lost its leadership in the industry.

Rebuilding Blackberry's Reputation

With the failing market reach in the global front, Blackberry sort to change and in 2013 began rebuilding its reputation with the launching of a new operating system and smartphone. The company launched a huge media campaign with an estimated general budget of $200 million (Elliott, 2013). The campaign would include television commercials, promotions, online and print advertisement, and a massive presence in social media platforms and an elaborate demonstration of digital marketing strategies to allow for the offering of new products.

Increase in Market Share

Since the huge drop of Blackberry, the change of leadership with the appointment of John Chen, the new CEO, and the implementation of new strategies, the company has seen a significant increase in its market share. It has dynamically progressed to the development of mobile phones showing similarity to its competition but with the Blackberry originality.

References

Elliott, S. (2013). BlackBerry Wants to 'Keep Moving' With Big New Campaign. Media Decoder Blog. Retrieved 16 August 2017, from https://mediadecoder.blogs.nytimes.com/2013/01/30/blackberry-wants-to-keep-moving-with-massive-new-campaign/

Savov, V. (2016). BlackBerry's success led to its failure. The Verge. Retrieved 16 August 2017, from https://www.theverge.com/2016/9/30/13119924/blackberry-failure-success