What springs to mind when you hear the brand name 'BlackBerry'? If it was a mobile phone, you're not alone. For close to 15 years, the word BlackBerry was almost synonymous with what we now call a 'smartphone'. As the market shifted however, BlackBerry realised it needed to drastically change to stay alive. Fast-forward to today, BlackBerry is a global leader in providing intelligent security software, and is the perfect example of a brand shifting to truly deliver what the market needs.