When did Blackberry zig instead of zag?

Although they’ve lost a huge amount of market share, compared to Blackberry, Nokia made the jump to Windows Phone with a few years of cash runway available to them. Blackberry left their ‘hail mary’ pass with BB10 far too late, and were in the process of launching the products during a period where they were contracting the company. The New Yorker’s Vauhini Vara takes a look at where BlackBerry zigged instead of zagged and lost the market?

As early as 2009, BlackBerry’s share price had fallen to less than fifty dollars, from its high of two hundred and thirty-six dollars in the summer of 2007. The “consumerization” of business technology was already underway, and the company had failed to come to grips with it: when BlackBerry users returned home and pulled off their ties, they picked up iPhones, which were a lot more fun to use. Soon, they wanted to use iPhones at work. Simultaneously, companies realized that workers would be happier and more productive buying the device of their choice, and the firms themselves, spared the expense of providing their employees with phones, would save money.

By the time BlackBerry realized it needed to reach consumers directly, it was too late.