The transition from BlackBerry phones to iOS and Android devices left many loyal BlackBerry users feeling abandoned and frustrated, as they faced compromises in adapting to platforms that lacked the features they had grown to rely upon. For these users, BlackBerry was more than just a smartphone brand—it represented a unique combination of productivity, security and a tactile typing experience that neither iOS nor Android fully replicated.
Compromises for Former BlackBerry Users
- Loss of Physical Keyboards
The hallmark of BlackBerry devices was the physical QWERTY keyboard, which provided an unmatched typing experience with tactile feedback, speed and accuracy. Touchscreen keyboards on iOS and Android, despite advancements in autocorrect and haptic feedback, felt inadequate to users accustomed to typing lengthy emails or documents on the go. Many users struggled with the imprecision and lack of tactile engagement, particularly those in professions that demanded constant communication. - Weaker Security Perception
BlackBerry’s enterprise-grade security features were a critical draw for government agencies, financial institutions and privacy-conscious individuals. While iOS and Android have made significant strides in encryption and data protection, BlackBerry users often perceived these platforms as less robust in terms of privacy and security, particularly for enterprise applications. - Shift in Focus from Productivity to Entertainment
BlackBerry was designed with a strong emphasis on productivity, offering features like push email, BlackBerry Messenger (BBM) and seamless integration with corporate environments. The shift to iOS and Android required users to adapt to ecosystems that prioritized entertainment, social media and multimedia consumption over enterprise-level productivity tools. Although third-party apps attempted to fill the gap, they rarely matched the streamlined functionality BlackBerry users were accustomed to. - App Ecosystem Adaptation
Many BlackBerry users found themselves grappling with unfamiliar app ecosystems when transitioning to iOS or Android. While these platforms offered a wider range of apps, the lack of native productivity tools and the fragmented experience of finding replacements for BlackBerry’s built-in features felt like a downgrade for long-time users. - Decline in Battery Life and Hardware Durability
BlackBerry devices were known for their long battery life and sturdy construction, often designed to withstand the demands of business use. By contrast, early iOS and Android devices were seen as more fragile, with shorter battery lives which disappointed users accustomed to BlackBerry’s reliability.
Justification for Licensing BlackBerry Smartphones Again
For many former users, the idea of BlackBerry licensing its brand to create new smartphones represents a potential return to a device that aligns with their values and priorities. The compromises they had to make with iOS and Android justified their desire for a BlackBerry revival:
- Demand for Physical Keyboards
A significant segment of users still craves the tactile feedback and typing efficiency of physical keyboards, particularly in professional settings where speed and accuracy matter. The return of a modern BlackBerry device with a physical keyboard would cater to this niche but enduring demand. - Focus on Privacy and Security
With growing concerns over data breaches, surveillance and privacy, many users believe BlackBerry’s emphasis on secure communication could find renewed relevance. By licensing its technology to create secure Android-based smartphones, BlackBerry could address the gaps in enterprise security that many feel iOS and Android neglect. - Nostalgia and Brand Loyalty
The strong emotional connection many users have with the BlackBerry brand cannot be overstated. A licensed smartphone that embraces BlackBerry’s core values—productivity, security and reliability—could leverage this nostalgia to re-establish a foothold in the market. - Balanced Productivity and Modern Ecosystem
Users believe BlackBerry could strike a balance between modern app ecosystems and the productivity-focused features they miss. Licensing a smartphone that runs Android but integrates BlackBerry’s signature software and design philosophy could appeal to both old and new users. - Unique Niche Appeal
The smartphone market today is highly saturated, but BlackBerry’s unique combination of features could fill a niche for professionals, privacy enthusiasts and legacy users seeking something distinct from the mainstream offerings.
Former BlackBerry users felt they were forced to compromise on core functionalities when transitioning to iOS and Android devices. This sense of loss fuels their advocacy for BlackBerry to license smartphones again, blending modern technology with the features and principles that made BlackBerry an icon in the first place.
The announcement of a 5G BlackBerry smartphone with a physical keyboard in 2020 sparked excitement among loyal fans of the brand. OnwardMobility, the Texas-based startup tasked with this ambitious project, aimed to deliver a next-generation device while staying true to BlackBerry’s legacy. However, the journey was fraught with challenges, delays and ultimately, disappointment. Here is a detailed timeline of events that led to the demise of OnwardMobility’s plans and BlackBerry’s exit from the smartphone market.
Pre-OnwardMobility Era: BlackBerry’s Shift from Hardware to Licensing
2016: End of BlackBerry In-House Manufacturing
- BlackBerry Limited announces that it will cease designing and manufacturing its own smartphones.
- The company pivots to focus on software and enterprise security solutions, outsourcing hardware production to partners.
- TCL Communication becomes the first major licensee to design, manufacture and market BlackBerry-branded devices.
2017: TCL Releases BlackBerry KeyOne
- TCL launches the BlackBerry KeyOne, a smartphone combining Android OS with BlackBerry’s signature physical keyboard and security features.
- The device receives moderate success, appealing to niche markets.
2018: Introduction of BlackBerry Key2
- TCL releases the BlackBerry Key2, an iterative improvement over the KeyOne with enhanced performance and refined design.
- Despite positive reviews, the device fails to gain widespread adoption due to stiff competition in the smartphone market.
2020: TCL Ends BlackBerry Partnership
- TCL announces the end of its licensing agreement with BlackBerry, ceasing production of BlackBerry-branded smartphones.
- BlackBerry Limited begins seeking new partners to continue its hardware legacy.
August 2020: The Announcement
- OnwardMobility announces a partnership with BlackBerry Limited and FIH Mobile (a subsidiary of Foxconn) to develop a 5G BlackBerry smartphone.
- The device promises to include a physical keyboard, enhanced security features and a 2021 launch timeline.
- Fans express optimism for the revival of BlackBerry-branded hardware.
2021: Initial Delays and Global Challenges
- Supply Chain Disruptions: The global semiconductor shortage impacts hardware manufacturers worldwide, including OnwardMobility.
- COVID-19 Pandemic: Lockdowns and disruptions in logistics further delay development timelines.
- Communication Challenges: OnwardMobility struggles to issue timely press releases due to internal resource constraints and difficulties aligning messaging with their partners, which leaves many stakeholders in the dark.
- By the end of 2021, OnwardMobility fails to release the promised device, citing unforeseen obstacles but assures stakeholders that the project remains active.
January 2022: Reassurances Amid Doubts
- OnwardMobility releases a statement affirming its commitment to delivering the 5G BlackBerry smartphone.
- The company hints at design refinements and improved features, raising hopes for a 2022 launch.
- Skepticism grows among fans and industry watchers due to the prolonged silence and missed deadlines.
February 2022: Cancellation and Shutdown
- OnwardMobility ceases operations, canceling the development of the BlackBerry 5G smartphone.
- BlackBerry Limited terminates its licensing agreement with OnwardMobility as part of a broader strategic shift.
- The decision is influenced by BlackBerry’s sale of its mobile-related patents for approximately $600 million, signaling its complete exit from the hardware business.
External Challenges That Shaped the Outcome
- Semiconductor Shortages: The global chip crisis caused delays across the tech industry, severely impacting small companies reliant on third-party manufacturers.
- COVID-19 Pandemic: Travel restrictions, factory shutdowns and logistical bottlenecks disrupted development timelines.
- Competitive Market Pressures: The rise of competitors offering cutting-edge smartphones with advanced features made it challenging for niche products to find a foothold.
- Communication Gaps: OnwardMobility faced challenges in issuing press releases due to limited resources, misalignment with partners and the need for legal clearances, exacerbating public skepticism.
- Strategic Shifts at BlackBerry: BlackBerry Limited’s decision to focus on cybersecurity and software over hardware led to a lack of institutional support for OnwardMobility’s project.
The Legacy of the BlackBerry Brand
- BlackBerry Limited’s exit from the smartphone market marks the end of an era for a brand once synonymous with mobile innovation.
- The dissolution of OnwardMobility highlights the difficulties of competing in an increasingly consolidated industry.
- Despite the failure, the announcement rekindled nostalgia for BlackBerry’s unique design and functionality, leaving a lasting impression on its loyal fanbase.
Conclusion
OnwardMobility’s ambitious plan to revive the BlackBerry brand with a 5G smartphone faced insurmountable challenges. From supply chain issues to strategic misalignments, the project’s failure underscores the complexities of the modern tech industry. As BlackBerry pivots to software and cybersecurity, the curtain closes on its storied journey in the mobile hardware space.
* OpenChat GPT4o used in the aid of this writing as well as in the generation of the image used.
