In 2008, BlackBerry's market cap peaked at $75 billion. By 2017 this valuation had fallen more than 90 percent, to $3.9 billion. BlackBerry fell victim to two important PESTEL factors in its external environment: sociocultural and technological. How did technology contribute to BlackBerry's decline? BlackBerry failed to produce an efficient emailing system using a keyboard. BlackBerry failed to offer strong security features for its device. BlackBerry failed to change its device into one that could perform multiple tasks effectively. BlackBerry failed to adapt to a groundswell that involved workers bringing mobile devices to work.