New York Times reported yesterday that BlackBerry is under siege in Europe where it is drastically loosing share of enterprise market to IPhone and Android. It now has about 1/4th of the market where it used to pretty much own the whole market.
BlackBerry’s maker, Research in Motions’ (RIM) answer to all of its trouble is BlackBerry 10 OS with even stronger focus on security which RIM believes is its edge. However, it may be fast losing its edge on security to companies like Samsung who are now releasing products like Galaxy with extra security features for enterprise customer. To top that, RIM focused so hard on security that it neglected other enterprise features like compatibility with Microsoft exchange server which is the messaging system of choice in most companies. IPhone integrated with Microsoft exchange server back in 2007 whereas Blackberry’s integration is still in beta.
I have been using BlackBerry for years. My top qualms with BlackBerry are its Microsoft exchange server integration, bad app integration and almost impossible browsing experience (slow!). I still choose to use it because of its qwerty keyboard, great battery life and very reliable messaging service, however many have switched. What has all this got to do with bad decisions and analytics?
RIM made some bad choices in product focus and feature release over last few years, which is very evident from its loss of enterprise market share in North America and Europe. My only question is: could this have been avoided? A quick Google search on historical BlackBerry issues supports my hypothesis that it possibly could have been. Had the product folks at RIM been listening to the voice of the customer through – internal data, internal and syndicated surveys, social chatter – using effective analytics framework to understand what the customer (not only the CIO’s but also the end users) really wanted, they may have spread their bet on security to improve Microsoft exchange integration and other much needed innovation in their products. Quick look at last year’s earning alone suggests these bad decisions have had impact in $100’s of millions.
On the other hand, I have seen smarter data-driven decisions with direct positive impact to the top line. More on that next week.
Meanwhile, what does a bad decision cost in your organization? To learn smarter and better decision making using data married to gut, register for one of our upcoming “Data to Decisions”™ boot camp today!