I was on the inside and wanted to write a book about it, because it was bizarre.
+ BB culture was full of smart people, but we were not hugely innovative. It's like we were the 'greatest toaster maker' in the world. In any other business, we would have dominated.
+ BB was not a 'smartphone' - it really was just 'great email and long battery life'. The underrying OS, features etc. could not enable it to compete with iPhone. BB bought an OS later, but it was too late.
+ BB was way smaller and did not have vast talent pools. Google had a few hundred people in mapping. We had 2. Consider a similar story across other cross-cutting verticals. iOS is basically MacOS-light. That's a massive advantage.
+ When apps came along, Apple just dropped them into iTunes as a new category. BB had to come up with things from scratch.
+ BB was a hugely utilitarian in focus. The 'Tech' CEO did not speak the language of design. He basically had no clue, no understanding of the language. Talking design to him would be like talking about his daughter's shoe colours.
+ BB sold to carriers, and did whatever they asked. That's what made them huge. So we made a new device for each carrier. Apple, because they had power, made '1 device' and told carriers to shove it. But it was hot so carriers did as they were told. BB was 'told' to make an iPhone killer by Verizon (AT&T got the original iPhone deal) and it turned into the BB Storm, which was crap by any measure.
+ BB was sold as a 'solution' not a 'platform' - meaning all of the 3rd party stuff was an afterthought. We never cared about apps. I know, because it was my job to care about apps :).
+ The two CEO's hated each other and never got along. I'm ashamed to say this but they were both narrow, arrogant people. The opposite of thoughtful. One was a NYC style hardened sales guy with quirks, the other a techie from the 1980's. They did not come up with the BB. The BB was originated by a PM called 'Dave Castell' (great man) as almost a 'last resort' 20 years into the startup. It was a pager with email on it. It sold extremely well to execs. Everything was just a scramble from then on.
Indeed it's a fascinating story.
Despite our failings, I don't think we could have beat Apple + Android.