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BlackBerry was once a market leader. What has happened to BlackBerry in recent years? The case has been tested at a major higher education institution, in Portugal (the University of Aveiro), as part of a strategy and competitiveness course (an option for various Master’s degrees, including a Master’s in Management, a Master’s in Engineering and Industrial Management, and a Master’s in Economics). In total the case may take up to 75-110 minutes of classroom time, depending on classroom discussion. Four separate case parts are suggested: 1) An initial question-answer session, to see how much students know about BlackBerry; 2) An Internet search for renowned institution press articles (by The Economist and by the Financial Times), followed by some reading in class - the case questions in the case text, to be addressed in class, are projected for all to see; 3) Some further discussion about BlackBerry should follow after giving students the main case text. Note that by breaking the case into stages student curiosity levels are kept high. BlackBerry was once a very well accepted brand name. It has since run into trouble, especially after the launching of competing products, such as the iPhone. The case should thus end with: 4) A discussion about how strategy went wrong at BlackBerry and what options it has, currently, to turn the company around. How was value created at BlackBerry and, later, why did this value disappear?