BlackBerry Pleads With Customers, Partners for Patience, Confidence
NEWS ANALYSIS: Advertising Campaign demonstrates BlackBerry determination to keep fighting for corporate survival while it gets its financial house in order.The full-page advertisement on page A5 of the Oct. 15 issue of The Washington Post tells an important story about BlackBerry and its desire to remain intact as a company. There’s been a great deal of speculation about the probable outcome of the company’s announcement that it would entertain strategic offers. One such offer has come from Fairfax Financial Holdings in a $4.7 billion deal that would take BlackBerry private. Unfortunately for BlackBerry, the word is also out that companies including Google and Cisco may be considering offers for part of the company, effectively breaking the company up. As a result BlackBerry would cease to exist as a phone maker and core of a mobile technology ecosystem. Once that got out, BlackBerry’s partners and customers started a process known as “freaking out.” Clearly, damage control was in order.
That damage control took the form of social media announcements as well as an open letter to anyone who might care about BlackBerry. In its corporate blog, the company said that its customers and partners could count on BlackBerry to be there for them in the future and made a commitment to stay in business to serve its customers.