Blackberry, which was once a market leader in the mobile segment failed to cope up with the continuous change in the technology. Blackberry had a small subset of customers who were addicted to their once popular qwerty devices. From a considerable time Blackberry faced such a competition with brands such as Apple, Samsung, Motorola , Xiaomi which even vanished few other renowned brands present in the smartphone segment.
In October 10, Blackberry launched its flagship Priv smartphone which was running Google operating system and not BB10 software. According to Mr. Chen, chief executive, the device was overpriced because of its slide out physical keyboard which did not appeal the mass population.