Blackberry, a one-time leader in the smartphone industry, is up for sale after years of declining sales and failed revamps. The company’s position is that it is undergoing this switch in ownership in order to try to “enhance value and increase scale in order to accelerate the deployment of BlackBerry 10 .” Now, this new BlackBerry 10 OS which is supposedly the driving force for the sale has a terrific layout and world-class features incorporated, but few consumers will probably be convinced to choose this innovation over the iPhone and Android. Indeed, the Blackberry brand has been steadily losing loyal customers and market share over the past few years. According to the IDC, BlackBerry’s worldwide smartphone market share in the second quarter was 2.9 %, a great decline compared with the 4.9 percent in 2012. So how did the BlackBerry end up in such a dire position? The first BlackBerry released in 1999 was strongly for business customers. It was an email pager that revolutionized business communications. The company soon upgraded its features by the way of the BlackBerry Curve, Pearl, and Bold, which all incorporated cameras and several other forward thinking features. The promising future abruptly halted, however, when the iPhone was released in 2007. Apple’s Steve Jobs reinforced the media devices, incorporating high powered mobile networks, music and games into the smartphone. Not only that, Google joined the mobile market with the Android operating system, which pushed BlackBerry further behind in the market. Smartphones these days are more about music, photos and video than they are about email--a vehicle already pushed to the obsolete by SNS services. Blackberry, however, has been too stubborn, like other dying operations such as Nokia and Sony-Ericsson, about restructuring the business-oriented devices philosophy into something more Generation Y friendly. Finally, by the way of the sale, the company is considering strategic alternatives to compete in the market. Whatever the transition being fulcrum-ized by the sales pitch happens to be with BlackBerry needs to happen quick though. The longer the company’s future is uncertain, the less attractive it is to potential buyers--whoever that may be.