Strategy Analysis of Blackberry: A Fallen Giant

Strategy Analysis of BlackBerry: A Fallen Giant

Overview

BlackBerry Limited, formerly called Research In Motion Limited, one of the most successful telecommunications equipment corporations around the world, (BlackBerry, 2013) is deep in crisis in recent days, acquired by Fairfax Financial Holdings in 25th Sep. 2013. (REUTERS, 2013) It stands on a vision about being a leader in mobile computing. Mission of the company is to make BlackBerry lead the trend of mobile computing companies which encompass the smartphone, tablet, enterprise as well as embedded markets. Moreover, BlackBerry also concentrates on establishing the top 3 mobile platform as well as creating value for stakeholders. In addition, the company successfully launches BlackBerry 10 racing to control customers around the world and holds a position of BlackBerry 7 products for entry-level as well as low-cost markets. Also, BlackBerry concentrates on transforming from driving additional efficiencies, reducing complexity to improve accountability and fostering strategic organizational capabilities. In order to achieve the mission, BlackBerry makes strategy objectives on generating a platform based on transition to BlackBerry 10. In addition, it is important to leverage and capitalize on the embedded market behind transition. Meanwhile, BlackBerry needs to seek strategic alliances and relationships which broaden the scope of its strategic alliances and keep strengthening and developing its strategic alliances. Moreover, the company should keep going the process on the BlackBerry App Ecosystem and developer community. Continuing leveraging the BlackBerry brand internationally is also an objective. In services side, BlackBerry decides to strengthen their capability and establishes BlackBerry as a leader in Enterprise Mobility Management and expand vertical customer base. In operation field, company plans to reach the top class operational metrics and keeps focusing on investing in highly qualified personnel. In addition, acquisition of targeted company is a process to expand BlackBerry’s value proposition. (Bidulka, 2013)

Environmental Analysis of Smart-Phone Industry

As people see, BlackBerry phone and its system are the minority in telecommunication equipment industry. Up to 2012, market share of BlackBerry has already been declining for a long period of time. If dividing whole industry by O.S., (operating system) Android takes 243.5 million shipments in total 494.5 million shipments and iOS holds a position of 93.1 million shipments and Symbian is 81.5 shipments and BlackBerry only holds 51.1 shipments in total, in which takes a proportion of 49.2%, 18.8%, 16.5%, and 10.3% respectively in 2012. In 2013, the proportion has changed a lot, in which Android gets a great improvement of holding 68.8% market share. IOS keeps the same market share in this year and Symbian