The Rise and Fall of BlackBerry

Dubbed the ‘crackberry,’ it marked a substantial technological shift and stood as a status symbol. However, what factors contributed to the downfall of this groundbreaking smartphone, and why were the executives caught off guard?

Fifteen years ago, the BlackBerry stood as an emblem of prestige, wielded by celebrities like Lady Gaga and Madonna. Even Barack Obama fought to keep his BlackBerry upon assuming the presidency. In a memorable 2006 incident involving Naomi Campbell, her weapon of choice during an outburst with a housekeeper was surprisingly a BlackBerry. There’s no exaggeration in saying that they were ubiquitous.

However, when was the last time you actually gave any thought to BlackBerry? Was it a year ago, a decade ago, or even longer? BlackBerry now occupies an undeniably peculiar position in our culture. It burst onto the scene with revolutionary force, offering a means to send emails and liberating users from the confines of their offices, only to be swiftly overshadowed when Apple introduced the iPhone. The abrupt and drastic rise and fall of BlackBerry is so bewildering that it is now almost impossible to fathom.

A new film has emerged to chronicle the entire saga of BlackBerry, adapted from the book “Losing the Signal: The Untold Story Behind the Extraordinary Rise and Spectacular Fall of BlackBerry.” This dynamic comedy-drama takes viewers on a whirlwind journey through the tumultuous history, following the adventures of two somewhat unprepared Canadian engineers, Mike Lazaridis and Douglas Fregin, who pioneered the world’s first smartphone. Guided by Glenn Howerton’s impassioned capitalist character, Jim Balsillie, they reach incredible heights before plummeting back to reality. In an era where movies explore the genesis of various real-life products, from shoes (“Air”) to video games (“Tetris”) to snacks (“Flamin’ Hot”), BlackBerry emerges as one of the most thoroughly enjoyable tales.

This film might even provide a fresh perspective on history. In our current vantage point, it’s easy to brand BlackBerry as a complete failure, merely a stopgap solution until Steve Jobs revolutionized the tech world. One could effortlessly group BlackBerry with other relics that failed to anticipate the impending transformation, such as Blockbuster Video, Friends Reunited, or traditional journalism.

Nevertheless, the film skillfully portrays a significant period when BlackBerry basked in a moment of glory. It precisely pinpoints the juncture when individuals grasped the device’s potential, leading to a transformative shift in their lives. Jonathan Margolis, a renowned author and tech writer, reminisces, “I was in New York, working on a book, and I noticed everyone had these devices called BlackBerrys. People were telling me they could send emails, and I remember thinking, ‘No, you must be mistaken; you’re sending SMS text messages.’ But a friend sent me an email from their phone, and I had to return home to retrieve it on my PC. It was truly remarkable.”

However impressive the technology may be, the film’s origins can be attributed to a different factor. Speaking via Zoom from his residence in Toronto, Matt Johnson, the director of BlackBerry, who also co-wrote the screenplay and portrays Fregin in the film, explains that his initial attraction lay in the interplay of personalities at the core of the company. He states, “I felt a certain affinity with both Jim and Mike,” referring to the two characters with opposing ideologies at the film’s center. On one side, there was Lazaridis, a visionary perfectionist who fixated on every detail until it reached the pinnacle of excellence. On the other hand, there was Balsillie, whose unapologetic pursuit of wealth permeated every scene. Which aspect of Balsillie did Johnson identify with?

He chuckles and responds, “The notion of seizing as much power as possible, for no apparent reason, just to possess power. Yeah, the interplay between these two aspects, I could truly relate to it; it was quite clear to me why they were both motivated to do what they did.”

The BlackBerry may now evoke a touch of nostalgic charm, but its global impact was immeasurable. It’s crucial to recall that the iPhone was deliberately designed to dethrone the BlackBerry. In the late 2000s, attempting to surpass the BlackBerry was akin to challenging the toughest inmate in a prison. Moreover, it was remarkably explicit. Steve Jobs had the BlackBerry squarely in his crosshairs, even displaying an image of it dismissively during the iPhone’s launch, emphasizing his intent to obliterate it. If we were still in a world of flip phones and numerical texting, there’s a possibility that Jobs wouldn’t have exerted such strenuous efforts to create the perfect phone, and as a result, the world would look dramatically different.

It wasn’t just a gadget that celebrities occasionally used as a weapon against their staff. The BlackBerry played a pivotal role in reshaping how people conducted their work. Possessing a BlackBerry, and essentially any smartphone that followed, signified that you weren’t confined to a desk in a fluorescent-lit office to stay connected. It meant you could carry your workplace with you wherever you went. You could respond to emails during the night, while on vacation, or even in the restroom.

Recall the difficulty of keying in the word “fizzy” on those early brick phones. You had to press the three buttons three times, followed by the four buttons three times, then the nine buttons four times. After a brief pause for the cursor to advance, you pressed the nine buttons four more times, another pause, and finally, you pressed the nine three more times. It was an exceedingly time-consuming process. If there’s one defining characteristic of the BlackBerry era, it’s likely the immense relief of needing to press a single button just once for each letter.

If you’ve ever received a late-night email from your boss, chances are you’ve harbored some strong sentiments toward BlackBerry.

However, the thrill was short-lived. The moment the iPhone was introduced, BlackBerry’s sales plummeted dramatically and never recovered. Margolis suggests that BlackBerry’s own arrogance may have hastened its decline. He explains, “BlackBerry had become somewhat complacent. There was a period when they believed that typing on a flat glass surface wouldn’t catch on, but within a year, the traditional clicky-clicky method of typing on BlackBerry seemed entirely outdated.”

Interestingly, Johnson’s film hints that the decline began as soon as BlackBerry lost its vibrant and amiable co-founder, Fregin. He was ousted as the corporate walls started closing in on the company.

“It’s a concept I hold dear,” Johnson remarks. “The notion that there’s something not immediately reflected in the bottom line but creates a harmonious, egoless, and positive environment where individuals are motivated to do more than what’s asked of them.” For Johnson, Fregin’s departure symbolized nothing less than the spiritual demise of the company.

The long-term impact of BlackBerry remains uncertain. Its inception echoes in the real world. On one hand, the work-from-home revolution, unfolding since COVID-19, would have been inconceivable before BlackBerry. We are progressing toward a future where many jobs can be done from any location. However, this freedom has led to burnout and fatigue, eroding the longstanding boundaries between work and personal life. If you’ve received an email from your boss at 11 pm, expecting an immediate response, BlackBerry is likely deserving of your frustration.

According to Johnson, BlackBerry’s overarching legacy is that of a company failing to recognize impending change. He explains, “Yet, everyone seems to have a somewhat melancholic sentiment about it. It’s quite remarkable because the public rarely sympathizes with a billion-dollar corporation. They are often seen as antagonists, but in this case, people almost view BlackBerry as a departed family member. Countless massive companies falter, and nobody spares them a second thought. However, for some reason, BlackBerry triggers a human response.”

But why is that the case? Johnson continues, “I wonder if it’s because the product had such a tangible quality. BlackBerry’s reputation is almost reminiscent of a small, family-run business, which is quite ludicrous considering the scale, influence, and ambition of that company. In many ways, I believe the current reaction to the company is precisely the opposite of what someone like Jim Balsillie might have desired. It’s almost as if people say, ‘Oh, you ran a company? That’s nice. I’m so sorry,’ which is rather belittling. It’s a somewhat humbling response. Yet, that’s the irony of BlackBerry in many respects.”

Johnson also emphasizes that BlackBerry’s story won’t be the sole instance of such events. Public preferences are capricious, and one new competitor with a groundbreaking invention can disrupt an entire industry. While we currently look back at BlackBerry with wistful nostalgia, it’s inevitable that something will emerge to surpass the iPhone. What an extraordinary story it would make into a movie.