Are Perceptions Finally Beginning To Normalize?

The times, they are a changin'
The times, they are a changin’

Maybe Steve Jobs was right (to a degree).  You have to tell people what they want.  And with the release of the BlackBerry Passport, which is turning heads, I’m sensing a shift in the overall perception of BlackBerry.

Here’s a nice short piece from Rob Enderle under the unfiltered opinions section of ITBusinessEdge – “iPhone 6 vs. BlackBerry Passport: The Difference Is Fascinating”.

The article largely addresses the perils of bringing a consumer oriented product to enterprise and the inevitable shortcomings.  Much in the way BlackBerry temporarily lost its footing as it lost sight of the enterprise market and tried to go toe to toe with Apple, and Android.  At the heart seems to be the lesson:  “Stick with what you know”.  Not to say that BlackBerry is abandoning the consumer market any more than Apple is turning from enterprise.  Just that you always focus on your core strengths and core markets first.   Unfortunately for Apple this week, they seem to have lost sight of their primary market, at least for the moment.

Just one nice pull quote from the article and I’ll post the link.  Let’s reward the author with our clicks, shall we?  :)

What BlackBerry is trying to do is create tools that professionals will uniquely want. The Passport is an example of that effort. It doesn’t even try to be an iPhone. Apple will always be better at building those and BlackBerry really isn’t a consumer-focused vendor. The contrast between the Passport and iPhone, particularly with the problems being reported this week, showcases Apple’s focus, and it isn’t on getting work done. The Passport showcases that this is BlackBerry’s focus.

In the end, both products showcase two things: some of the dangers of using a consumer product for business and that this isn’t a one-size-fits-all market. It never really was, despite Apple’s hope that it could convince us otherwise.

Full Article at ITBusinessEdge:

  • bartron

    Enderle did a great job in that article.

    Telling the customer what they want is necessary when releasing a revolutionary product, since the customer doesn’t quite know its potential is nor how to integrate it in their lives. But once they’ve had that product for a few years, customers have a pretty good idea what the product is capable of and how they want to use it in their lives. It’s at that point that the developer needs to stop telling customers what they want and start asking them what they want. Apple is a few years late making that switch, whereas BlackBerry has been doing a great job of that this year.

  • Alan

    Thanks for the link Gnomesane. Great article. Enderle obviously knows what he is talking about, and how to put things in perspective. The strength of BlackBerry moving forward. Thank you Mr. Chen.

  • Gnomesane

    Yes, I think he was fair to both platforms while remaining upbeat about BlackBerry going forward. And managed to encapsulate it in a relatively short article. He summed up nicely what I’ve intuitively felt about the divide between BlackBerry and other more consumer ‘friendly’ platforms like Apple.

    It’s always a treat to share thoughtful pieces like this. :)