News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
GET RECOGNIZED
Let an ISACA® certification elevate your career.
Register today and save
You are here: Home / Mobile Tech / BlackBerry Tries To Calm the Masses
DDoS Protection Powered By Verisign
BlackBerry Attempts To Calm Consumers and Partners
BlackBerry Attempts To Calm Consumers and Partners
By Seth Fitzgerald / NewsFactor Network Like this on Facebook Tweet this Link thison Linkedin Link this on Google Plus
PUBLISHED:
OCTOBER
14
2013



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.

Like Us on FacebookFollow Us on Twitter
TOP STORIES NOW
MAY BE OF INTEREST
Salesforce.com is the market and technology leader in Software-as-a-Service. Its award-winning CRM solution helps 82,400 customers worldwide manage and share business information over the Internet. Experience CRM success. Click here for a FREE 30-day trial.
MORE IN MOBILE TECH
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Russian Gang with Stolen IDs Hacks Hosting Company
In August, a Russian cyber gang obtained what researchers called “the largest cache of stolen data." Now, those hackers may be putting their ill-gotten gains to criminal use.
 
Dairy Queen Latest Retailer To Report Hack
Known for its hot fries and soft-serve ice cream, Dairy Queen just made cyber history as the latest victim of a hack attack. The fast food chain said that customer data at some stores may be at risk.
 
Lessons from the JPMorgan Chase Cyberattack
JPMorgan Chase is investigating a likely cyberattack. The banking giant is cooperating with law enforcement, including the FBI, to understand what data hackers may have obtained.
 

Enterprise Hardware Spotlight
AMD's New FX Series CPU Breaks Processing Speed Record
The new FX-8370 processor from Advanced Micro Devices has set a record for silicon processor speed, the company announced. Overclocked, the eight-core chip was measured at 8722.78 MHz.
 
Intel Intros Lightning-Fast PC Processors
Call it extreme. Intel just took the covers off its first-ever eight-core desktop processor, which is aimed at hardcore power users who expect more than the status quo from their computers.
 
HP Previews ProLiant Gen9 Data Center Servers
Because traditional data center and server architectures are “constraints” on businesses, HP is releasing new servers aimed at faster, simpler and more cost-effective delivery of computing services.
 

Mobile Technology Spotlight
Rumor Mill Puts Mobile Wallet in iPhone 6
Apple is moving toward the mobile wallet world with its next iPhone. The tech giant has partnered with retailers, banks and major payment networks to make it happen, according to Bloomberg.
 
Will iPhone Finally Catch Up with NFC Mobile Payment Ability?
Apple's latest version of the iPhone may have a mobile wallet to pay for purchases with a tap of the phone. The iPhone 6 reportedly is equipped with near-field communication (NFC) technology.
 
Visual Search To Shop: Gimmick or Game Changing?
Imagine using your phone to snap a photo of the cool pair of sunglasses your friend is wearing and instantly receiving a slew of information about the shades along with a link to order them.
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | 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.