Publié le 08 janvier 2022, Temps de lecture estimé à 6 minutes
La nouvelle est tombée ce mardi 4 janvier 2022, La marque canadienne BlackBerry a décidé de raccrocher.
La marque canadienne BlackBerry et ses fameux mobiles à claviers, qui a connu son apogée dans les années 2000, a décidé de raccrocher. De nombreux modèles de BlackBerry ne sont plus fonctionnels, marquant la fin d’une ère de la téléphonie mobile, et laissant au passé une belle histoire et un combat sans relâche face à la concurrence.
La marque canadienne a en effet décidé d’arrêter les mises à jour de son système d’exploitation OS dont sont équipés les appareils vendus jusqu’en 2013. « Les systèmes anciens pour BlackBerry 7.1 OS et les versions antérieures, le logiciel BlackBerry 10 ainsi que BlackBerry Playbook OS 2.1 et les versions antérieures ne seront plus disponibles après le 4 janvier 2022 », avait annoncé l’entreprise le mois dernier sur son site internet.
En effet, l’entreprise canadienne se consacrera désormais totalement aux services de communications sécurisées et au développement de logiciels. « La société prévoit de mettre fin à tout développement interne de matériel et d’externaliser cette fonction aux partenaires », a déclaré le PDG John Chen dans un communiqué.
Toutefois, les appareils utilisant le système d’exploitation Android de Google, notamment le BlackBerry KEY2 sorti en 2018, ne seront pas affectés par ces changements.
L’histoire bouleversante de BlackBerry
La marque pionnière canadienne des smartphones a bouleversé le monde des télécoms avec BlackBerry. Ses téléphones mobiles, dotés de clavier reconnaissable par tous et surtout, d’un système de messagerie permettaient d’échapper à la facturation des SMS envoyés entre téléphones de la marque. Un réel avantage quand les SMS étaient facturés à l’unité, parfois plusieurs dizaines de centimes d’euros.
Les débuts de BlackBerry
Fondée en 1984 par Mike Lazaridis et Doug Fregin à Waterloo (Ontario), la société canadienne RIM (Research In Motion) a lancé ses premiers téléphones intelligents en 1999. Les téléphones BlackBerry sont devenus rapidement des outils technologiques indispensables, d’abord pour les gens d’affaires et ensuite pour le grand public. Mais c’est en 2002 que BlackBerry s’impose comme un acteur incontournable des smartphones. En 2006, RIM passe la barre des 5 millions d’utilisateurs.
L’arrivée des géants de la téléphonie mobile : IPhone & Android
En 2007, RIM occupe plus de 30 % du marché des téléphones intelligents aux États‑Unis, et la société se hisse au deuxième rang mondial cumulant 80 millions d’utilisateurs, derrière l’entreprise de télécommunications finlandaise Nokia. Avoir un BlackBerry était alors le comble du chic dans les années 2000. Les stars, les politiques, les traders de Wall Street, jusqu’à l’ancien président des Etats-Unis, Barack Obama, tous pianotaient à l’envie sur le clavier de BlackBerry.
La même année, Apple révolutionne le monde du mobile avec son écran tactile et son ergonomie et vient perturber le marché des téléphones intelligents par le lancement de l’iPhone devenant ainsi l’un des principaux vecteurs du déclin de BlackBerry.
La direction de RIM ne considère pas la concurrence d’Apple et de Google (et son Android) menaçante parce que les ventes du BlackBerry continuent de croître. En effet, les ventes atteignent près de 20 milliards de dollars américains en 2011. Cette année‑là devient cependant le point de basculement, puisque le Royaume‑Uni, autrefois un marché clé de RIM, commence à préférer les iPhone et les téléphones Android de Google.
En 2010, la part de marché de BlackBerry passe de 17% à 13% pendant l’année. Fin 2011, sa part de marché n’est plus que de 6%.
La fin d’une la fin d’une ère de la téléphonie mobile
En janvier 2012, à la suite de l’échec du logiciel QNX et celui du PlayBook, Jim Balsillie et Mike Lazaridis annoncent leur démission. À cette date, la société RIM avait déjà perdu 75 % de sa valeur marchande.
En 2015, c’est l’opération de la dernière chance, Blackberry abandonne son propre OS et place ses espoirs dans Android, via une version ultra-sécurisée qui anime le Priv. Mais les éléments de différenciation commencent à disparaître, la sécurité étant un argument de nombreux autres fabricants. Résultat, les ventes ne décollent toujours pas et la part de marché descend à 0,5%.
Après quelques tentatives infructueuses pour remettre la société sur les rails, BlackBerry annonce en septembre 2016 qu’elle abandonne la fabrication de téléphones intelligents. Le développement et la fabrication de futurs appareils se trouvent alors entièrement entre les mains de partenaires étrangers tels que les fabricants Foxconn Technology Group et TCL Communications.
Au début des années 2000, avant l’avènement des smartphones tels que nous les connaissons aujourd’hui, la marque BlackBerry était particulièrement prestigieuse. Malheureusement, l’entreprise n’a pas su s’adapter au nouveau marché et a perdu son éclat au fil du temps.
Le 4 janvier 2022 a marqué à sa manière un jour fatidique pour la marque : celui où elle dira adieu à son système d’exploitation personnel. Cependant, BlackBerry n’a pas été la seule victime de la montée en puissance des smartphones dans leur version actuelle. Nokia, Alcatel, Motorola et Ericsson ont eu aussi connu cette chute. Pourtant ces marques continuent d’exister. En effet, l’Américain Motorola a été revendu à Lenovo. Les smartphones BlackBerry, Nokia et Alcatel sont désormais fabriqués sous licence de marque par des producteurs chinois.
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