BlackBerry, once known for its early dominance of the smartphone market, was completely decimated by the flood of iPhones and Android devices that followed. Today, the company isn’t even in the smartphone game anymore. In fact, it has effectively pulled out of all consumer products altogether, choosing to shift its focus to cybersecurity while still providing the real-time operating system, QNX, for various industries. However, getting to this point has been difficult to say the least.
Originally a pager company, BlackBerry found success in the mobile phone market with the Pearl 8100. Other models, such as the Bold and Curve, would see further adoption, offering free messaging services over wireless networks via BlackBerry Messenger and the eventual inclusion of applications like WhatsApp. Its first touchscreen competitor to the iPhone in 2008 was the BlackBerry Storm, one of the strangest devices BlackBerry has ever made. As such, it wasn’t the best reviewed.
In 2010, BlackBerry had 21 million users in the United States, but that figure dropped to 9 million by 2012. It wasn’t all doom and gloom, as the company still retained a total of 79 million people worldwide, with Indonesia remaining loyal to the brand. In 2014, it even launched a phone in the region, the Z3, which remained exclusive until July 2014 when it was launched in India. With this, BlackBerry attempted to push back and remain a healthy third competitor, but it could not stop the tide.
BlackBerry has abandoned phones
After the launch of BlackBerry 10, its new operating system, and a new line of devices that didn’t bring much fortune, like the BlackBerry Playbook, Android and iOS were simply better presented and supported by developers. In April 2011, Apple overtook BlackBerry for the first time in terms of users. Then it never stopped as the company was completely destroyed. Comscore reported in 2016 that only 0.8% of users in the United States used BlackBerry. At the time, iOS had 43.9% of the market.
In late 2013, BlackBerry named its new CEO, John Chen. Under his leadership, the company began to withdraw from the phone business, abandoning its own operating system in favor of Android. This process did not last long. After the BlackBerry KEY2, the company moved into the Internet of Things (IoT) and cybersecurity sector.
Under Chen’s leadership, BlackBerry has managed to pivot into much more than it originally set out to be. After purchasing QNX Software Systems in 2010, BlackBerry began relying on it for more integrated technology solutions. One area where BlackBerry has completely dominated is the automotive industry, where QNX is used by 24 of the 25 electric vehicle manufacturers. It is installed on nearly 300 million cars and more than 270 different makes and models. One of the reasons for its success is that it constitutes a reference base offering development opportunities. BlackBerry actually powers Apple CarPlay and also supports Android Auto.
Many people now drive a BlackBerry product
QNX is not a small thing. In fact, it has become key software for some automakers. BMW announced in January that it would use QNX. BlackBerry has already started to focus on robotics as well. On its website, it promotes humanoid robots in factories, as well as surgical and painting robots.
As we mentioned above, BlackBerry Messenger was a key success factor in its heyday. Well, the company has never stopped developing a communications platform and now offers Secure Communications, a security-focused solution used by governments around the world. BlackBerry promotes its successes in secure communications, to customers like the Red Cross, British police forces, the Canadian Parliament and even hospitals.
Apple has abandoned its car and, with it, its plans for an automotive operating system. However, Google clearly saw its chance. Forecasts predict that by 2028, more than 100 million cars will be installed with its automotive operating system – which is not the same as Android Auto. Meanwhile, BlackBerry may no longer be in everyone’s pocket, but electric vehicle drivers around the world are definitely using the company’s products.
