The training wheels are barely off BlackBerry 10, the operating system and last hope of Research In Motion, and already the vultures are circling again among a wave of bad news and dead air. The company unveiled sad sales numbers following the launch of its Q10 and Z10 phones and has now revealed that a promised BlackBerry 10 update for its Playbook tablet has been shelved, leaving the adopters of the device twisting in the wind.
The news began with the revelation that BlackBerry shipped only 2.7 million BlackBerry 10 equipped devices. While the company did move 6.8 million total phones, it’s troubling to think that for all the razzle dazzle of the BB10 unveil, that only 40% of their sales revolved around their new devices. With the being said, that has been the moral of the story with BlackBerry over the last couple years. Sure, they keep trying, but for whatever reason the excitement just doesn’t carry over into sales. The buzz is never there for BlackBerry
In the shadows of those numbers, the news creeped out that BlackBerry had decided to pull the plug on its first and only tablet, the Playbook. BlackBerry called the audible some time after BlackBerry CEO Thorsten Heins declared that tablets were obsolete. BlackBerry committed a cardinal sin with this announcement. BlackBerry, a company which depends on a niche, betrayed that sliver of the market after blowing its promise to support its now abandoned tablet with its new operating system.
The fact of the matter is this. BlackBerry is going to fail if it doesn’t find a way to excite both its existing customers and potential new users. Its troubling numbers and broken promises are leading BlackBerry down a path it nearly road-tripped down in the past. The road to ruin is a slippery slope, and you don’t usually get a second chance.