Newsletters
News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
This ad will display for the next 20 seconds. Click for more information, or
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
GET RECOGNIZED.
Let an ISACA® certification
elevate your career.

Register today and save
Mobile Tech
Real-time info services with Neustar
Average Rating:
Rate this article:  
BlackBerry Attempts To Calm Consumers and Partners
BlackBerry Attempts To Calm Consumers and Partners

By Seth Fitzgerald
October 14, 2013 2:13PM

    Bookmark and Share
Sales have been horrible for the company that used to lead the smartphone market. BlackBerry lost nearly $1 billion after it released the latest line of BB 10 smartphones. There are numerous reasons why BlackBerry was unsuccessful with its reboot, but no matter what, it has simply been unable to compete against Apple, Samsung, HTC, and LG.
 



Canadian device maker BlackBerry is having a hard time, that’s obvious and everyone knows it. However, in its fight to stay relevant, the company is now taking out full-page newspaper ads to convince people that BlackBerry will rise again.

The open letter, which will be placed in various newspapers in North America, is BlackBerry's way of trying to communicate directly with consumers instead of through intermediaries, according to analysts. BlackBerry’s 660-word open letter will make its way into more than 30 major newspapers in the U.S. and Canada.

BlackBerry’s Letter

The company states that it is putting out the open letter in the form of a newspaper ad to reach “valued customers, partners and fans.” BlackBerry’s letter will appear in the Washington Post, National Post, Wall Street Journal, and many others.

BlackBerry’s letter is the first move from the company to try and put actual consumers at ease after CEO Thorsten Heins made plans to put the company up for sale.

Along with making its way into national newspapers, BlackBerry’s open letter will also be sent around in the form of a press release and distributed via social media channels. BlackBerry hopes that all of these modes of distribution can work together and reach as many of its customers and partners as possible.

“These are no doubt challenging times for us and we don’t underestimate the situation or ignore the challenges,” said BlackBerry in its letter. Although the Waterloo, Ontario-based company is owning up to its struggles, it is also hopeful for what the future has in store for BlackBerry and its products.

Weighing Options

BlackBerry truly does not know what to do, which is why Heins is trying to find a buyer to simply take over the mess that the company has become over the past few years.

Technically the smartphone company has agreed to a $4.7 billion sale but there is still quite a bit of time for things to happen. Fairfax Financial Holdings and a few other companies have stepped up to buy the company after Heins put BlackBerry up for sale. However, BlackBerry has until November 4 to find a new buyer or come up with an alternative plan of action.

Sales have been horrible for the company that used to lead the smartphone market. BlackBerry lost nearly $1 billion after it released the latest line of BB 10 smartphones. There are numerous reasons why BlackBerry was unsuccessful with its attempted reboot, but no matter what, it has simply been unable to compete against Apple, Samsung, HTC, and LG.

Analysts have frequently pointed out BlackBerry’s odd advertising decisions as potential causes of its failure. Even the decision to buy a newspaper ad for its open letter is something that most companies in 2013 would not do when they don't really have an advertising budget.
 

Tell Us What You Think
Comment:

Name:

truthmonger:

Posted: 2013-10-15 @ 11:25am PT
How to kill your company in five easy steps:

1) Fail to keep pace with relevant industry trends, or in some cases fail to even acknowledge them. Treat your employees, particularly your top engineers and most astute sales managers, as uneducated serfs with no right to have an opinion let alone express one.
2) When everything starts to go south, put on a desperate ruse that makes it seem like you're not completely out of touch. If possible, waste time and resources on an unfinished trend-driven product that meets absolutely no one's needs.
3) Instead of building on your strengths and finally addressing concerns that your most loyal fans have been expressing for years, abandon your dedicated customers and chase after a demographic you don't understand in the slightest. Retool your business to ride on the coattails of current innovators without adding any value.
4) Advertise as little as possible, and when you do make sure the message is confusing, self-contradicting and targeted at the the wrong consumers.
5) Use that money you should have spent on marketing to ineffectually placate nervous partners and investors. The customers are already gone so they're not really a concern.



APC has an established a reputation for solid products that virtually pay for themselves upon installation. Who has time to spend worrying about system downtime? APC makes it easy for you to focus on business growth instead of business downtime with reliable data center systems and IT solutions. Learn more here.


 Mobile Tech
1.   BBM Now Available on Windows Phone
2.   Virgin Mobile Offers Custom Plans
3.   Asana Revamps Mobile App
4.   Android 'Fake ID' Puts Millions at Risk
5.   FTC Wants Fix for Mobile Cramming


advertisement
Android 'Fake ID' Puts Millions at Risk
Users: stick to apps from Google Play.
Average Rating:
Researchers Tout Battery Breakthrough
Lithium anode could triple capacity.
Average Rating:
Dell, BlackBerry Downplay Threat
Say Apple-IBM alliance can't hurt them.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
New 'Backoff' Malware Slips Undetected into Retail Systems
'Malicious actors' are using a new variety of malware to access consumer payment data remotely through point-of-sale systems, according to a report from the Department of Homeland Security.
 
IBM Beefs Up Identity Intelligence Security Solutions
Big Blue is betting big on identity intelligence. IBM just acquired a private firm with security software to govern user access to apps and data across cloud and on-premise environments.
 
USB Security Flaw Lets Hackers Hijack PCs
Hackers can use the firmware that controls USB functions to take control of computers, say security experts. That means there may be a new class of attack for which there are no defenses.
 

Enterprise Hardware Spotlight
AMD's ARM-Based Opteron Out in $3K Dev Kit
It's dubbed "Seattle" and it's AMD's first 64-bit ARM-based Opteron processor. The low-power chip is being released as part of AMD’s Opteron A1100-series developer kit, and aimed at high-end data center needs.
 
Apple Updates MacBook Pros, Cuts Prices Up to $100
The popular MacBook Pro laptop line just got an update and a price cut of as much as $100. The MacBook Pro with Retina display now includes faster processors and double the memory.
 
Dell, BlackBerry Not Sweating Apple-IBM Alliance
IBM's recent move to partner with Apple to sell iPhones and iPads loaded with corporate applications has excited investors in both companies, but two rivals say they are unperturbed for now.
 

Mobile Technology Spotlight
BlackBerry Messenger Now Available on Windows Phone
BlackBerry's free Messenger chatting and voice app is out of beta and widely available for Windows Phone users, the company said. BBM offers secure messaging, Groups, Voice, Channels and more.
 
Virgin Mobile Offers Custom Smartphone Plans
As the wireless carrier wars continue heating up, Virgin Mobile just threw the customization coal onto the fire. The firm has debuted a no-annual-contract plan with rates based on individual use.
 
Collaboration Provider Asana Revamps Mobile App
Asana, a collaboration software provider started by a Facebook founder, is now out with a rebuilt native iOS mobile app. It replaces one that even the company admits was not up to par.
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | Data Storage | CRM Systems | Microsoft/Windows | Apple/Mac | Linux/Open Source | Personal Tech
Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.