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...
Mobile Tech
Cisco UCS Invicta Series flash memory systems
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.





 Mobile Tech
1.   Android 'Fake ID' Puts Millions at Risk
2.   FTC Wants Fix for Mobile Cramming
3.   Facebook To Force Use of Messenger
4.   BlackBerry Acquires Secusmart
5.   T-Mobile Calls 'BS' on AT&T Promo


advertisement
Android 'Fake ID' Puts Millions at Risk
Users: stick to apps from Google Play.
Average Rating:
FTC Wants Fix for Mobile Cramming
Overcharges are 'the perfect scam'.
Average Rating:
BlackBerry Acquires Secusmart
German security firm offers street cred.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Canadian Government Charges China With Cyberattack
The government of Canada is not happy with China. Canadian officials have accused "a highly sophisticated Chinese state-sponsored actor" of launching a cyberattack on its National Research Council.
 
Researchers Working To Fix Tor Security Exploit
Developers for the Tor privacy browser are scrambling to fix a bug revealed Monday that researchers say could allow hackers, or government surveillance agencies, to track users online.
 
Wall Street Journal Hacked Again
Hacked again. That’s the story at the Wall Street Journal this week as the newspaper reports that the computer systems housing some of its news graphics were breached. Customers not affected -- yet.
 

Enterprise Hardware Spotlight
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.
 
Watson Gets His First Customer Service Gig
Since appearing on Jeopardy, IBM's Watson supercomputer has been making a living using his super-intelligent knowledge base for business verticals. Now, Watson's been hired for his first customer service job.
 
Tablet Giants Apple and Samsung Feel the Heat
When a company saturates its home market with a once-hot product, expect it to pump up efforts elsewhere. Apple, for its part, is now pushing iPads to big corporations and the enterprise market.
 

Mobile Technology Spotlight
Android 'Fake ID' Puts Millions of Users at Risk
Having this fake ID is nothing to brag about, even if you are a minor. The “Fake ID” Android flaw drops malware into smartphone apps. It can steal credit card data and even take over your device.
 
FTC Wants Fix for 'Perfect Scam' of Mobile Cramming
The U.S. Federal Trade Commission has issued new guidelines to curb “mobile cramming,” a troublesome practice that adds unauthorized third-party charges to mobile phone bills.
 
Facebook: You Will Use Messenger, and You Will Like It
Starting this week, Facebook users with Android and iOS phones will be forced to use the separate Messenger app to send Facebook messages. Pending messages will still be visible in the main app.
 

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.