How the BlackBerry was the top to the bottom? - EXAME.com

São Paulo – BlackBerry is the theme of the latest cover of Bloomberg Businessweek. Text on the Canadian smartphone maker , the magazine explains how the company today crisis was from top to bottom in under 13 years.

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In 2000, executives Jerry Levin and Steve Case have used phones from BlackBerry to close details of the merger of AOL and Time Warner, one of the largest in history. “This was one of those moments where I thought, ‘Wow, we are right in Zeitgeist ‘(in free translation, spirit of time), “said Patrick Spence, senior vice president and director of global marketing and sales at the time.

Thereafter, the BlackBerry shot.

Ritz

darling of entrepreneurs, the BlackBerry smartphone was chosen as a “favorite thing” by Oprah Winfrey in 2003. The following year, the company has gathered 2 million consumers in 40 countries. Meanwhile, its executives turned their world to keep the money machine working.

“I spent 180 nights at the Ritz (network of luxury hotels) in my first year of business,” says Ray Gillenwater, managing director between 2007 and 2012. “In four years, we grew from 2,000 to 12,000 employees,” says Jesse Boudreau, vice president for software between 2004 and 2008.

These numbers give the size of the company gigantism – where everything was going too well. So get the iPhone.

iPhone

According to Businessweek, snubbed the BlackBerry smartphone from Apple at the time of its launch in 2007. However, the iPhone ended up becoming one of the main reasons for the decline of the company.

In 2013, the BlackBerry was very close to being sold. After an investment of $ 1 billion fund by Fairfax Financial, the company now wants to go back to basics to try to stand up and go back to being one of the most important manufacturers of smartphones.