BlackBerry was once a dominant player in the mobile industry, popularizing on-the-go email and messaging. However, it failed to adapt to the rise of touchscreen smartphones led by Apple's iPhone. BlackBerry stuck to physical keyboards and its proprietary OS rather than adopting multi-touch screens and more open platforms. As a result, it rapidly lost market share as consumers and developers shifted to Android and iOS alternatives. Kodak similarly dominated the photography industry for decades but was slow to transition to digital. It missed opportunities in digital cameras and struggled to change its business model away from film as digital photography grew. Both companies' inability to adapt their business strategies and technologies in response to market changes ultimately led to their decline.

1. What Went
Wrong???
By: Hiritansh and Reetika
Mentored by: Shubham Goyal

2. Agenda.
Company 1
2
01 What Went
Wrong?
02 Lessons to
Learn
03
Company 2
04 Rise and Fall
05 What Went
Wrong?
06

3. Guess the
Brand.
-Formerly known as Research in Motion
-Specialized in secure communications
and mobile productivity
-At its peak in September 2011, there
were 85 million subscribers
-Gained market share in the mobile
industry by concentrating on email
-Also had a famous messenger that
dominated th market before Whatsapp
3

5. About
From 2000 onwards, BlackBerry released a slew of phones, each
building on from the last, adding in new features, improved specs, and
better technology. The company’s presence grew, mostly powered by
businesses looking to improve the productivity of their workforces, and
by the close of the mid-2000s, BlackBerry was not only the biggest
phone brand on the planet but it was also one of the fastest-growing
businesses on the market.
In 2009, BlackBerry was named the fastest-growing business on the
planet. “Thanks to a big rise in the popularity of its Blackberry
handsets,” noted the BBC, “profits at RIM have grown 84% over the
past three years, while its revenues have expanded 77%, and it has
seen a total return of 45%.” During the same period of time, Apple was
ranked 39th and Google 68th.

6. About
In the mid-2000s, BlackBerry essentially brought on-the-go-email to the
masses. Prior to this, you needed to be at a work station or on your
laptop. Other phones did do email. But not quite as well as BlackBerry,
as RIM really dived deep on the BlackBerry’s email capabilities in order
to make it the benchmark by which all other mobile devices were
compared.
Helped in no small part by the fact that ALL BlackBerry phones had
physical QWERTY keyboards, RIM’s mobile business grew and grew,
dwarfing its competitors and making brands like Nokia fret about their
market share. And most of RIM’s initial surge in growth was powered by
business users. Once BlackBerry started going after consumers too,
things really started to take off…

7. About
Take this report from GFK in 2010: BlackBerry handsets accounted for
28.2% of all smartphone sales in 2010. On top of this, RIM also
managed to gain 36% of the Christmas sales, with over 500,000 sales
for the period. During this time, RIM’s BlackBerry App World also grew
500% year on year, although it still only had around 17,000 apps (more
on this later, though).

9. What Went Wrong???

11. Fall of a Giant
From 2000 onwards, BlackBerry released a slew of phones, each
building on from the last, adding in new features, improved specs, and
better technology. The company’s presence grew, mostly powered by
businesses looking to improve the productivity of their workforces, and
by the close of the mid-2000s, BlackBerry was not only the biggest
phone brand on the planet but it was also one of the fastest-growing
businesses on the market.
In 2009, BlackBerry was named the fastest-growing business on the
planet. “Thanks to a big rise in the popularity of its Blackberry
handsets,” noted the BBC, “profits at RIM have grown 84% over the
past three years, while its revenues have expanded 77%, and it has
seen a total return of 45%.” During the same period of time, Apple was
ranked 39th and Google 68th.

13. Key
Reason 1.
Steve
Jobs
Co-Founder and then CEO,
Apple
Remember the Day
9th January 2007
13

16. The moment Steve Jobs showed the iPhone
off, though, every other company suddenly
had to contend and compete with it. And
very much in public. Every reaction, every
step, every misstep, all under a giant,
glaring spotlight.

17. Key
Reason 2.
Ignoring
Touchscreen
And Sticking to the Keyboard
See the Phone and Guess
When It was Released?
17

19. The Qwerty keyboard was instrumental in the fall of the
BlackBerry. BlackBerry held a rigid determination to keep
a physical Qwerty keyboard on their devices. The Qwerty
took up prime real estate that could have otherwise been
used by a screen. They stuck with the design and banking
on their past success with “lightning fast” emails and
instant messaging.
Unfortunately, their physical keyboard was static. It
couldn’t modify itself to adjust for a user’s behavior or an
app’s requirements. Smartphones that you see today don’t
have that problem.
Competing for the same market, Apple included a full
touchscreen interface on their iPhone. It covered the face,
corner to corner, side to side. Their approach stuck and
added to the BlackBerry downfall.

20. Key
Reason 3.
BlackBerry
OS
And it’s app store
See the Phone and Guess
When It was Released?
20

21. • RIM, like apple, created an app store for their devices which was called
the Blackberry App World store (later Blackberry store), but unlike
apple, it was not successful as it failed to attract developers to develop
apps for their platform.
• Blackberry OS provided a good functionality browser, but it was very
slow and loaded the wallpapers and pictures too slowly, which
sometimes irritates the users.
• Blackberry mainly focused its OS on corporate users. They forgot their
daily average users, and because of that, many users get bored fast
using their devices which also made users not stick with their devices
for too long.
• Blackberry forced people to invest in their company by buying and
installing their enterprise software in phones to tap into the device's
full potential.
• Less open sources than any android made it difficult for developers to
develop.

23. Lessons to learn.
Adapt Improvise overcome
This line from US Marine Corporation and is a real Mantra about how to Survive
in a Competitive Market
INVEST IN
RESEARCH
ANTICIPATE
CHANGE
BE FLEXIBLE
UNDERSTAND
THE MARKET
23

24. Innovation is the ability
to see change as an
opportunity not a threat.
“
STEVE JOBS
24

26. About Kodak
Kodak is an American company popularly known for
making printing machines, films, camera, etc. Its main
business segments are Print Systems, Enterprise Inkjet
Systems, Micro 3D Printing and Packaging, Software
and Solutions, and Film. It is best known for
photographic film products.
For nearly a century Kodak completely owned the
nostalgia market

27. The Rise
Kodak followed the razor and blades business model of selling
inexpensive cameras and making large margins from consumables –
film, chemicals, and paper. As late as 1976, Kodak commanded 90%
of film sales and 85% of camera sales in the U.S.

28. Flow of
events
28
01
Business strategy that
says to the customer,
"You push the button
and we do the rest”
02
Acquired whole bunch
of camera companies
and became dominant
in camera and films
market.
03
Vertical integration-
You bought your Kodak
camera where you put
Kodak film inside and-
Well if you brought your
film in to get it
developed, you brought
it to a Kodak store
04
HIT Products -
cameras like the
Brownie and the
Instamatic, to
engineering feats in
film like Kodachrome
and Ektachrome were
a hit.
05
Founded by George
Eastman and Henry A.
Strong in 1888 with a
vision for camera to be as
easy to use as the pencil

29. • Employment peaked in the
eighties at like 150,000. This
wasn't just a fortune 500
company, this was a fortune
50 company.
• Diversification-
• Because of the chemicals
used in film, they also
developed blood analyzers,
x-rays, pharmaceutical
manufacturing and copiers
29

30. The Fall
30
Avoiding the Transition to digital
signaled the beginning of
Kodak’s decline

31. Flow of
events
31
01
By the time the 90s,
push into digital was in
full force. CEO Georg
Fischer(1993 to 1999)
pumped $2 billion into
research and
development for digital
technology.
02
FAILED PRODUCTS -
And each attempt was
a flop whether it was
the massively
overpriced DCS 100,
the photo CD , DC 20,
an incredibly cheap
camera , disc camera
03
Selling its entire office
imaging business, its
digital printer and copier
division and turning its
chemical division into
Eastman Chemical to
pay debt
04
In 1987, the company
employed 145,000
people at its enormous
facility in Rochester. 20
years later in 2020, that
number has fallen all
the way down to 4,900
and it keeps on
shrinking
05
DIGITAL CAMERA - In
1976 Kodak engineer
Steven Sasson, invented
the prototype for digital
camera.

32. In 2003, under new CEO Antonio Pérez,,the company once again made the
claim that Kodak would become the leader in digital cameras. Kodak is
back!
BUT
They didn't have the right culture to sell cameras. Margins related to the use of
digital cameras are a disaster as Film generates a profit of as much as 70 cents
on the dollar. Digital imaging might make a nickel.
“
32

33. • Kodak had a 27% market-leading share in 1999 that
dropped to 15% by 2003. In 2007, Kodak was No. 4 in
U.S. digital camera sales with a 9.6% share, and by
2010, they held 7% in seventh place
behind Canon,Sony,Nikon and others.
• With the failure to successfully pivot to digital complete,
on January 19th, 2012 Kodak filed for bankruptcy.
“
33

34. •Missed Opportunities in digital
photography
•Strategic failure to execute.
Fear of cannibalizing that core
business, of killing the golden
goose

35. Ignoring Market research
Digital cameras are low barrier to entry
market with tight margins
Japanese competitor Fujifilm entered
the U.S. market with lower-priced film
and supplies
•Fuji went from a 10% share in the
early 1990s to 17% in 1997

36. Way Forward
• In January 2013, the Court approved financing for Kodak to emerge
from bankruptcy by mid 2013.
• Kodak sold many of its patents for approximately $525,000,000 to a
group of companies.
• On September 3, 2013, the company emerged from bankruptcy having
shed its large legacy liabilities and exited several businesses.
• Crypto company.-Kodak is launching its own cryptocurrency
KodakCoin. The cryptocurrency system will allow photographers to
register work that they can license and then receive payment.
• And now apparently it's a Pharmaceutical company.-In 2020, the
American film giant has made headlines for it's foray into, of all things,
pharmaceuticals. Specifically to treat COVID-19, with the help of the
$765 million U.S. government loan.
36

37. Thank you.