Blackberry thinks what??? Tablets aren’t worth it?

Wow. In a recent interview, Blackberry CEO Thorsten Heins, claims that there is a limited future for the tablet. Really? He makes this statement as Apple generates more revenue from their tablets than Blackberry did from their entire business ($8.7b v $2.7b). This smells like a statement made in light of a

We hardly knew ya!

We hardly knew ya!

failed foray into the tablet market. This is just reflective of Blackberry’s demise – being a dollar late and a day late. Blackberry, like many of us, were caught off guard by the rise of the iPhone. Yes I will admit that I was a loyal Blackberry user and now I have no idea what I was thinking (I am on my second iPhone). However this is no excuse for Blackberry. Lots of companies were caught off guard, and many have been able to react and get back into the game – Samsung being a perfect example. Yet Blackberry appears to have their collective heads in the sand for example:

  • Secure email was no longer the #1 selling reason for a smartphone – apps were. But for the business world having secure communications remains important. Double down on the corporate play, rather than trying to half appeal to developers to create apps for phones that aren’t designed well for apps (late to touch screen).
  • Speaking of touch screens – stop trying to appeal to those who still wanted a tactile keyboard…with a phone that offered both tactile and touch. I will admit, again, that I resisted the notion of a touch screen keyboard. But I also was not going to try and use a device that had both. The Blackberry 10 finally has gone all in with the full touch screen…only a few years late.
  • We need a tablet…oh wait there is no future. Blackberry did come out with a, from an engineering stand point, was a good device the Playbook. Yet once again it was late and marketed as an iPad competitor. Maybe it should have been targeted to the corporate world as a laptop replacement. Get ahead of the BYOD wave. Get these into the hands of IT departments and offer them as an alternative to laptops. Blackberry remains one of the most secure systems…lean on that advantage.

I guess the latest from Blackberry is another example of “if I say it…it will be true.” Unfortunately Blackberry is giving us a wonderful example of a great brand and product that has been caught behind the curve. Rather than recognizing this they are trying to convince themselves this is June 28, 2007 and the term iPhone has yet to enter our lexicon.

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Filed under Current Events, Mobility, Smart Phone

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