What Happened to OnwardMobility & Why Did It Fail?
January 25, 2025
OnwardMobility, a Texas-based startup, aimed to revive the BlackBerry brand with a 5G-enabled smartphone featuring a physical keyboard. Despite acquiring the BlackBerry license in 2020 and promising a secure device by 2021, the company faced significant challenges and ultimately ceased operations in early 2022.
What Was OnwardMobility?
OnwardMobility aimed to revive the BlackBerry brand with an ultra-secure 5G smartphone featuring a physical keyboard. Their unique value proposition centered on enhanced security and the nostalgic appeal of a physical keyboard. Despite generating significant interest, the company ceased operations before releasing the product.
What Happened to OnwardMobility?
The story of OnwardMobility is a compelling tale of ambition, challenges, and eventual closure:
Initial Ambitions and Promises: OnwardMobility acquired the BlackBerry license in August 2020, aiming to launch a secure, 5G-enabled device by 2021. The promise of a physical keyboard and enhanced security generated significant interest among BlackBerry enthusiasts.
Missed Deadlines and Challenges: Despite the initial excitement, the company struggled to meet its self-imposed deadlines. By January 2022, OnwardMobility had not released the promised device, leading to frustration and backlash from fans.
Public Reassurances and Doubts: In early January 2022, OnwardMobility issued a statement asserting that the company was "not dead" and was still working on the device. However, the lack of tangible progress and ongoing delays fueled skepticism.
Official Shutdown Announcement: In February 2022, OnwardMobility officially announced its shutdown, ceasing all operations and development of the ultra-secure smartphone. This marked the end of their ambitious project to revive the BlackBerry brand.
Unmet Expectations and Market Realities: The high expectations set for the new device, coupled with the competitive smartphone market, proved too challenging for OnwardMobility. The company could not overcome the hurdles of shipping and launching a new phone, ultimately leading to its closure.
When Did OnwardMobility Shut Down?
OnwardMobility officially announced its shutdown on February 22, 2022. The company faced significant challenges in 2021, including high expectations and shipping difficulties, which contributed to the delay and eventual cancellation of their planned 5G-enabled BlackBerry device.
Why Did OnwardMobility Shut Down?
Missed Deadlines: OnwardMobility promised to release a 5G-enabled BlackBerry device by 2021 but failed to meet this self-imposed deadline. The delay led to frustration among BlackBerry enthusiasts and eroded trust in the company's ability to deliver on its promises.
High Expectations: The company faced immense pressure to revive the BlackBerry brand with a secure, innovative device. The high expectations set by both the company and its potential customers proved too challenging to meet, contributing to its downfall.
Shipping Difficulties: OnwardMobility encountered significant shipping challenges, which were exacerbated by the global supply chain issues in 2021. These logistical hurdles made it difficult for the company to bring its product to market in a timely manner.
Public Backlash: The missed deadlines and lack of tangible progress led to a barrage of social media posts and messages from disappointed BlackBerry fans. This public backlash further damaged the company's reputation and morale.
Executive Disappointment: In their shutdown announcement, OnwardMobility executives expressed deep regret over the decision to cease operations. They acknowledged the hard work and high hopes that went into the project, highlighting the emotional toll of the failure.
Lessons Learned from OnwardMobility's Failure
Set Realistic Deadlines: Overpromising and underdelivering can erode trust. Ensure timelines are achievable to maintain credibility.
Manage Expectations: Balancing ambition with practicality is crucial. Avoid setting expectations that are too high to meet.
Adapt to Market Conditions: Stay flexible and responsive to market changes and supply chain issues to avoid delays.
Communicate Transparently: Regular, honest updates can mitigate backlash and maintain customer trust, even when facing setbacks.
Learn from Feedback: Use customer feedback constructively to improve and pivot strategies as needed.
Build a Resilient Team: A strong, adaptable team can better navigate challenges and maintain morale during tough times.
Focus on Core Strengths: Leverage your unique value proposition and avoid overextending into areas beyond your expertise.
We Shut Down Startups
OnwardMobility's journey underscores the complexities and challenges startups face, often leading to difficult decisions like shutting down. If you're in a similar situation, Sunset can help you navigate the winding-down process smoothly.
Sunset takes care of all the legal, tax, and operational burdens, allowing you to avoid penalties and reduce liabilities. Book a demo today to see how we can help you move on to your next venture with ease.
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