Editor's Note: This content was originally published on
by Tim Parker.
If your stock is down 87% since 2009, you announce that you're
cutting expenses by 50%, laying off 4,500 employees, and are
committed to being bought out, how do you retain (or regain)
customer confidence? You write a letter to them asking them not to
In response to all of the bad press and talk of a company that will
soon go the way of so many dot-coms,
wrote an open letter
to its customers and published it in 30 major media outlets in nine
"You've no doubt seen the headlines about BlackBerry. You're
probably wondering what they mean for you as one of the tens of
millions of users who count on BlackBerry every single day. We have
one important message for you: you can count on BlackBerry."
The company points out that it has plenty of cash and is debt free.
It addresses the 50% reduction in operating expenses saying that
it's transforming into a more efficient, customer-oriented
Next, it addresses the "dramatic headlines" by turning the letter
into an advertisement. "If what you care about most is getting
things done - taking care of your business -- we have the best
range of devices for you. And we continue to offer the best mobile
typing experience - no ifs, ands or buts about it."
It continues by touting its best-in-class security, best mobility
management (it even addresses
) by name), and brags about how it is bringing its mobile messaging
platform to Android and iOS devices.
"We are bringing the most engaging mobile messaging platform to
all, with our BBM launch for Android and iPhone."
What it leaves out is any mention of the pending acquisition that
is no longer and "if" but a "who" and "when." To be fair, there's
not a lot it can say without breaking regulatory rules but people
who make the big IT decisions are concerned about committing big
dollars to a platform that may be extinct within a couple of years.
Why not go with one of the many others that have staying power?
BlackBerry could only say this: "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."
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