Pct. brand value decline
: 39% Brand value
: $3.9 billion (93rd) Parent company
: Research in Motion Ltd. (NASDAQ: RIMM) 1-yr. change in revenue
: -25.2% Industry
The BlackBerry, built by Research In Motion, used to dominate the smartphone market, with loyal users often joking about their addiction to their “crackberry.” Yet blunders such as a BlackBerry outage in late 2011, the failure of its Playbook tablet and the stiff competition from Apple Inc.’s (NASDAQ: AAPL) iPhone and Google’s Android devices have led to a rapid decline of BlackBerry’s brand value. BlackBerry’s share of the smartphone operating platform market dropped from 21.7% in July 2011 to 9.5% just a year later, according to comScore. Meanwhile, Apple’s market share went from 27% to 33.4% in that time, while Google’s share went from 41.8% to 52.2%. The parent company has seen its stock decline nearly 90% in the past three years. RIM announced in June that it would cut approximately 5,000 jobs out of about 16,500 employees, or around 30% of its workforce. RIM is pinning its hopes on the BlackBerry 10, which will likely come out in early 2013.
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