But what if the Blackberry suddenly becomes a mobile phone for everyone? Where is the differentiator then? The original positioning of Blackberry as a rock-solid reliable corporate mobile phone for corporate users is watered down. New profitable products such as the new Blackberry tablet will also suffer from this poorly chosen repositioning strategy.
Just 3 years ago, in 2008, Blackberry was the “quintessential success story of a global Canadian brand lithuania phone number list BlackBerry” in an Interbrand Best Canadian Brands study. Insufficient innovation and an ill-considered repositioning strategy have left the Blackberry brand with too little distinctive power. The original First mover advantage has completely disappeared. In 3 years, it will lead a life on the fringes next to the big mobile brands.