Is BlackBerry Here to Stay?
In a bold attempt to quell concerns about the disastrous shift Blackberry’s business has taken over the last year, the company has published an open letter to its “valued customers, partners and fans” in 30 newspapers across nine countries stating it is here to stay.
You’ve no doubt seen the headlines about BlackBerry,” the letter reads. “You’re probably wondering what they mean for you as one of the tens of millions of users who count on BlackBerry every single day. We have one important message for you: You can continue to count on BlackBerry.”
Despite an announcement of 4,500 layoffs, a loss of $965 million dollars in its last quarter, and declining sales, the company insists that even though they have fallen on “challenging times” it is “different,” “adaptable” and surprisingly, “debt free.”
Yes, there is a lot of competition out there and we know that BlackBerry is not for everyone. That’s OK. You have always known that BlackBerry is different, that BlackBerry can set you apart. Countless world-changing decisions have been finalized, deals closed and critical communications made via BlackBerry. And for many of you that created a bond, a connection that goes back more than a decade.”
What follows in the open letter is a 4-point discourse (not before acknowledging that yes in fact, it is no stranger to dramatic headlines) highlighting the company’s strengths in productivity, security, mobility management, and mobile social networks.
BlackBerry has signed a letter of intent for a $4.7-billion buyout by Fairfax Financial Holdings and the private equity firm Cerberus Capital Management has expressed interest in a bid for the company as well.
So is BlackBerry here to stay? Is its open letter a last-ditch effort to garner the support of customers, or is it just desperate attempt to highlight the company’s apparent competitiveness in order to attract a new bidder?
Regardless of BlackBerry’s intentions, it’s probably best not to remind your customers and potential bidders that your company is in distress, no matter how “loyal” you think they may be.
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