Monday, October 14, 2013

BlackBerry is currently dealing with some serious, serious issues — no one wanted its first flagship phone, one of its co-founders might be making a dark-horse bid to buy the company back, and the company might just end up being parted out to the highest bidders. So what’s a once-dominant smartphone player to do in light of all this uncertainty and depressing soothsaying? What can it do to bolster the morale of the BlackBerry faithful who watched as friends and colleagues embraced new platforms?
The answer is a complex one but for now BlackBerry plans to reassure people the old-fashioned way — by writing a letter. According to BlackBerry fansite Crackberry, the Waterloo company will publish an impassioned letter to the people in 30 newspapers across nine countries spelling out exactly why they shouldn’t count the company out just yet.
You can find the full text of the letter at the bottom of the post, but if you’ve been following BlackBerry’s current trajectory there’s not going to be any surprises here. The positives? A debt-free balance sheet, plenty of cash holed up in the reserves, and gobs of expertise in delivering productive mobile computing experiences in secure enterprise environments. All valid points, except perhaps for the team’s invocation of BBM’s popularity as a global social messaging platform. The original launch for iOS and Android didn’t exactly go according to plan — it’s been some three weeks since those apps first started popping up in their respective app stores, and there’s still no firm word on when BlackBerry will open the floodgates again.
I find it interesting too that the letter is signed by the BlackBerry team and not by, say, CEO Thorsten Heins. It’s a clear indicator that there’s no one single person to blame for the company’s current shakiness, nor does the future of the company rest solely on one person’s decisions. Of course, that team is only going to grow smaller for the time being, as some 4,500 positions will get the axe by the end of the year. It’s all ostensibly for the greater good, but there’s no guarantee that the company’s cost-cutting measures will be enough to see them to eventual platform victory.
I don’t mean to unduly rag on BlackBerry — I was a member of that BB addict community for a spell, and I still look back on my time with devices like the BlackBerry Pearl and Tour very fondly. And to the extent that we can give BlackBerry credit for it, the company easily has one of the most devoted, vociferous fanbases I’ve ever seen, and those people will continue to support the company.
Here’s the thing though — as optimistic as the letter is, words are cheap and platitudes are unconvincing. BlackBerry needs to prove to its core customers that it’s still a viable horse in a race dominated by nimble giants, and I wish them the best. They’re going to need it.
Sincerely,blackberryq10

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