Text/JING Audit/Zi Yang Correction/Zhi Qiu
On January 4, BlackBerry officially announced that BlackBerry 7.1 OS, BlackBerry 10 software, BlackBerry PlayBook OS 2.1 and earlier will be discontinued from now on. This means that older mobile phones running the above-mentioned BlackBerry systems will become "bricks".
BlackBerry became famous in the era of feature phones, equipped with a full physical keyboard, and became famous in the market with security and excellent service.
In my opinion, the first decade of the 21st century is the decade of BlackBerry. With the "presidential phone" gimmick, BlackBerry quickly swept the United States and even the world.
In 2009, BlackBerry ushered in a highlight moment, seizing 20% of the global market share, and the limelight was immeasurable for a time. This is the pinnacle of the BlackBerry and the last glory of the feature machine.
Entering the second decade of the 21st century, the mobile phone market has entered the era of smartphones dominated by the iPhone. Although BlackBerry has also tried to transform, the results have not been ideal. In the era of touch screens, the full keyboard design seems out of place. Performance upgrades and functional innovations have gone mainstream, and security and services have been neglected. In the end, BlackBerry was in a hurry to announce the end of the smartphone business in 2016.
After that, although BlackBerry allowed BlackBerry brand mobile phones to be produced and sold in the market through brand authorization, the BlackBerry mobile phones produced by TCL have been converted to the Android system, and the security that BlackBerry mobile phones once proud of has completely disappeared.
Not only that, the BlackBerry Key2 produced by TCL also lost the BlackBerry full keyboard design authorization. TCL's own keyboard is very bad to the touch, which also lays the groundwork for product sales waterloo and the breakup of the two manufacturers.
Currently, the BlackBerry brand is licensed in the hands of European operator OnwardMobility, which has promised to launch the first 5G BlackBerry in 2021.
But until 2022, the products jointly developed by OnwardMobility and BlackBerry have not been traced. Although the BlackBerry has not announced its exit from the market, it has actually died in name only. This is true both at the product level and at the meaning level. Even if the new BlackBerry machine comes out, it will not be the original appearance.
It is worth mentioning that the fate of blackBerry mobile phones has been twisted and turned, and the ending is regrettable, but the BlackBerry brand is currently living quite moist.
It is reported that In 2010, BlackBerry acquired a software company called QNX, whose main business is to develop automotive operating systems. At present, The share of BlackBerry's QNX system in the automotive market has reached 75%. Global mainstream car companies, including BMW, Audi and Hummer, are basically using systems based on QNX technology.
Moreover, combined with the current development of the automotive industry, the share of BlackBerry QNX systems in the automotive system market will become higher and higher.
The main reason why the BlackBerry system was eliminated in the first place was that the security characteristics of the BlackBerry system did not adapt to the times, and the service advantage users did not care. Automakers, on the other hand, care most about service, safety and stability.
Before QNX was acquired by BlackBerry, it was known for its stability. After the acquisition of BlackBerry, BlackBerry added two major technical barriers to the QNX system, safety and service, and the QNX system has since soared in the car track.
Although autonomous driving technology is currently on the rise, electric vehicles are beginning to replace fuel vehicles, and the automotive industry has ushered in a new round of reshuffle. However, the market position of the BlackBerry QNX system will not change, the system is open source system, and the use of microkernel design, can smoothly access the era of intelligent interconnection.
The market reshuffle will only make the popularity of QNX systems faster and faster. BlackBerry will also get higher revenue and profits as a result, and it will become more and more moist.