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| The film 'BlackBerry' misperception |
BlackBerry did not fail in its day with its phones! When iPhone came out pioneering touch screen slates, everyone ran to it while hard core keyboard fans kept BB alive just barely enough to get as far as they did. BlackBerry however didn't fail as a company. Their QNX acquisition was their greatest asset. The RealTime OS (The type of OS you want running your space ship) is being used across almost all auto-makers for IoT operations leading into self driving cars.
When it comes to phones....folks in the masses have fallen for Fools Gold. So lack of good marketing on BB part may have been at fault. However the smart phone market is doomed by one principle: It has reached the market apex. Nothing more new can be done with smart phones that would pull people away from slates. And it is no longer a lucrative market.
BlackBerry OS10 was the BB last stand in being them in addressing productivity, reliability and security. When they succumbed to the Android market the only feature left to their advantage was physical keyboard phones. And by then only old timers knew their value in productivity while the market washes away with slates and a gazillion pixels of at least five cameras packed in something so thin and without bevels that people easily drop and break to replace as if that activity becomes accepted as a common mantra!
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