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Blackberry desperately reassures customers in an open letter

Claims it's not as troubled as people think
Tue Oct 15 2013, 12:55
RIM CEO Thorsten Heins Keynote

CANADIAN PHONE MAKER Blackberry has released a rather desperate sounding open letter online and in major publications to tell customers that it isn't as troubled as people think.

In what probably makes the brand look even more troubled, Blackberry released the letter on Twitter and published it across 30 publications in nine countries today. The ad tells customers that they "can continue to count on Blackberry", despite recent reports of its impending demise.

Blackberry's message consists of plain text under bold headlines in an attempt to set the record straight on recent "dramatic headlines" regarding the smartphone maker's status.

Highlighting the firm's debt-free position, the letter admits that "these are no doubt challenging times" and says that the firm "doesn't underestimate the situation".

According to the ad, Blackberry is restructuring with a goal to cut its expenses by 50 percent.

"We are making the difficult changes necessary to strengthen Blackberry. One thing we will never change is our commitment to those of you who helped build Blackberry into the most trusted tool for the world's business professional," the ad reads.

"And speaking of those dramatic headlines, it's important that we set the record straight on a few things."

The letter then continues to tout the Canadian firm's security, productivity and enterprise mobility management tools, and why it's worth sticking with them.

"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."

Blackberry believes it can adapt to the present market it is struggling in, with the message concluding, "You trust your Blackberry to deliver your most important messages, so trust us when we deliver one of our own: You can continue to count on us."

Blackberry's open letter to set the dramatic headlines straight looks like a desperate plea for users to take the firm seriously, and might not work in its favour.

It was reported last week that Blackberry's co-founders Mike Lazaridis and Douglas Fregin are mulling a bid for the struggling company, as an alternative to Fairfax Financial's $4.7bn offer.

This news came via an SEC filing, which reveals that Lazaridis and Fregin are looking to increase their eight percent stake in the company they founded by buying Blackberry outright. µ


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