Innovation or Obsolescence: Blackberry Lessons for Higher Ed
In the fast-paced world of technology, few stories are as intriguing as the rise and fall of Blackberry. Once hailed as an icon of innovation, Blackberry's journey from success to decline offers invaluable lessons, not just for business but also for higher education. Hindsight is, of course, 20/20, but following and analyzing stories like this help us take a shortcut to perspective. What lessons can we learn from a company that went from industry-defining to all but obsolete in just a few short years? How can we apply these insights to navigate the challenges and changes that lay ahead with greater foresight and agility?
In the early 2000s, amidst the cacophony of custom-coded Myspace pages and bedazzled flip phones, a sleek, sophisticated device emerged that would revolutionize communication—the Blackberry. Conceived by visionary entrepreneur Mike Lazaridis, this handheld device could efficiently sync mailboxes across devices while allowing users to type with their thumbs on a compact keyboard. Given the capabilities of mobile devices today, this might not sound like a major innovation, but those of us who remember pushing 4-4 3-3 9-9-9 just to type “hey,” these changes were revolutionary.
The Blackberry offered simple solutions to complex problems. Professionals could hustle through airports and bustle between meetings, all while seamlessly staying connected to their emails in real time, thanks to Blackberry's groundbreaking push email feature. Their devices were among the first to sport a full QWERTY keyboard, making typing emails and messages on-the-go a breeze. This innovation bridged the gap between office and remote work like never before, transforming the way people communicated and conducted business. The Blackberry represented more than just a phone; it was a lifestyle—a symbol of efficiency, productivity, and technological prowess.
By 2008, Blackberry’s valuation exceeded $70 billion. It quickly became the darling of the corporate and government world because of its superior security and email functionality. Blackberry's dominance in the market seemed unassailable. Its innovative approach to mobile communication set new standards and redefined the way people interacted with their devices. Blackberry was so ubiquitous during this time, that it became a fixture in the popular conscience—artists from Lana Del Ray to Fabolous referencing its proprietary messaging system (Blackberry Messenger, or ‘BBM’) in their songs.
Amidst the euphoria of success, a subtle complacency crept into Blackberry's strategy. As other smartphones entered the market, Blackberry engineers suggested improvements to its internet browser capabilities, but Mike Lazaridis resisted. He believed that Blackberry’s success would continue if they remained focused on what it did well—email. Later, Blackberry engineers proposed a strategy to integrate encrypted text messages, and while this aligned with Blackberry’s core focus, Lazaridis had concerns about messages being exchanged with competitors’ devices (read more in Think Again by Adam Grant, pages 23-24).
The refusal to adapt proved to be Blackberry's Achilles' heel. As competitors like Apple and Samsung stormed the market with touchscreens and app stores, Blackberry found itself lagging behind, and its market dominance was challenged like never before. The limitations of Blackberry's devices became glaringly apparent in comparison to the innovative features offered by its new competitors. Ultimately, Lazaridis’s unwillingness to move on from the once-innovative concept that catapulted him to success proved to be Blackberry’s downfall.
The decline of Blackberry was as swift as it was brutal. By clinging to outdated technologies and failing to embrace the app ecosystem that had come to define modern smartphones, BlackBerry found itself outpaced by competitors offering more versatile and user-friendly devices. The consequences of this inertia were dire, as BlackBerry's market share plummeted, and its once-enviable brand reputation was tarnished. The decision to discontinue support for legacy devices served as a symbolic acknowledgment of BlackBerry's inability to adapt to the evolving landscape of the smartphone industry, ultimately sealing its fate and sending shockwaves across the tech industry.
Some of the parallels between Blackberry's demise and the challenges confronting higher education are likely obvious to any observer. Just as Blackberry failed to anticipate changing consumer preferences, higher education institutions risk obsolescence by failing to implement innovative ways of teaching and learning. As technology continues to evolve, it becomes increasingly ingrained in every aspect of life, transforming the way we live, work, and learn. It has removed many of the barriers that once existed in higher education and has helped level the playing field for many, allowing global access to educational resources and opportunities like never before. While in-person learning and work continues to provide many advantages, it is no longer the only way to obtain an education.
Even institutions that start out as groundbreakers and innovators must be vigilant against complacency and stagnation. Blackberry's story illustrates the dangers of resting on past successes without continuously analyzing consumer feedback and making necessary improvements. Cutting-edge technology becomes outdated quickly, and it takes a purposeful, planned effort to stay attuned to evolving student needs. To compete and succeed, educational institutions must remain agile and proactive in seeking feedback, reviewing and revising their strategies, and embracing new technologies to ensure continued relevance and effectiveness.
Competitors to traditional higher education institutions are emerging and will continue to emerge. With the continually growing popularity of learning platforms like Coursera, Udemy, and LinkedIn Learning; and less formalized learning resources like YouTube and Podcasts, today’s students are making their preferences known. Trends like micro-credentials and digital badges are also signaling a growing interest in competency-based education. It would be easy for higher education institutions to double down on what they know best—teaching the way they’ve always taught. But this would be a critical mistake. Failure to adapt risks not only losing relevance but also alienating a generation of learners who are looking for flexibility, accessibility, and personalized learning experiences.
The story of Blackberry serves as a stark reminder of the perils of complacency. As higher education institutions grapple with unprecedented challenges, they face a choice to either embrace change or risk being left behind. Agility, responsiveness, and a willingness to challenge conventional wisdom are essential traits for success in today's educational environment, but they aren’t just one-and-done. They must be woven into the very fabric of an institution's culture, ingrained in its practices, policies, and mindset. If an institution’s culture isn’t built around continuous innovation and improvement, failure isn’t just probable; it’s inevitable. History (even history as recent as the 2000s) is loaded with examples that prove over and over again that adaptable, forward-thinking organizations not only thrive financially but also contribute to societal progress.
The future belongs to those who dare to innovate their way to success, and then choose to keep innovating.
