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NEWS ANALYSIS: Is it back to basics at BlackBerry?

BlackBerry’s relationship with consumers has turned sour. But what can be done to ensure it doesn’t lose touch with its original business customers? Is it back to basics at BlackBerry? Alex Aspinall reports.

Whichever way you spin it, BlackBerry maker Research in Motion’s (RIM) decision to turn its back on the consumer market and focus on its original corporate customer base looks like an admission of failure. This isn’t necessarily a bad thing: recognising what’s going wrong and working to resolve it is important in business. But it’s pretty clear the decision is not one BlackBerry bosses were planning to make only a year or so ago. It is reactionary.