In “Blackberry stops designing its own phones” (2016), Chris Foxx reports that Blackberry is now focusing on outsourcing hardware development to manufacturers instead of building their own devices which the sales numbers are hardly improving. Foxx explains that featured phone with a physical keyboard is no longer suitable for the mass market because of its price which Blackberry are concerned and released a touchscreen only phone that less expressive but still cannot increase their sales.
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My response
After reading the news I thought to myself "Yes, it's finally happened" because I haven't heard of anybody who uses Blackberry anymore. I have thought about Blackberry every time when I see new android phones released and I feel like Blackberry is very far from the trend market and I don't think it's going to live long enough if they don't change.
If we go back to 2006 I think everyone will know what is BlackBerry or BB because it was so popular in Thailand at that time also everyone around got it. It was a good phone to a business people too especially for my mom who is a business person she loved it because of the design and feature which were new and fresh and easy to use. But now she's so in love with Apple products which I'm not wondering why because again everybody loves it. Even the death of Steve Jobs did not affect any problem on Apple sales' numbers.
However, I don't think it is a good enough for BB to just only helping other partners with hardware because they might come to this situation again if the sales growth of the devices they did develop was not coming out great. But I could not say what exactly will help them to continue the company neither do they I guess. So far I think it's good that BB tried to make the change of something and hopefully, I wish to see the new BB's phone again in the future when they found the great way to make it better that met with the great sales numbers.
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Reference