BlackBerry became one of the leading brands in the smartphone industry for a brief period in history. It was once the brand of choice among corporate clients and lay people alike because of its laudable security features. But sadly, it wasn’t able to augment nor maintain its good standing; instead, its numbers gradually declined from 43% of the worldwide smartphone market share in 2010 to only more or less 3.8% today. Its downfall is so fast like transferring data using a USB data cable; it will make your head spin.
For quite some time, BlackBerry struggled to keep itself adrift. It even resorted to lay off a huge population of its staff just to cut costs. In the 3rd quarter of 2013, the company laid off almost 40% of its employees due to the $1 billion loss it has incurred. This proof, together with the mediocre stats of BlackBerry, are already convincing enough to foresee the likelihood of its collapse.
But the game isn’t yet over for BlackBerry. In fact, it resorted to a new, bolder approach by getting personal to its patrons. The Canadian smartphone manufacturer sent a letter to its loyal customers which goes like this:
To our valued customers, partners and fans,
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 continue to count on BlackBerry.
This letter is what we may describe as a desperate measure by the once mighty tech giant, though this definitely makes a compelling case to its consumers. Parts of the letter highlighted the consistent security of the platform and its popularity among the corporate consumers. Furthermore, with the BBM now available to both iOS and Android devices, BlackBerry’s presence in the context of messaging is still alive and sought after.
There appears to be lesser and lesser people who still have an ample amount of confidence that BlackBerry will be able to get back its previously stellar reputation, especially now that Apple and Google are holding a duopoly in the mobile platform market. It will require more than a team of brilliant and innovative people to bolster the company back to the top.
But I have to say, this move by BlackBerry is an audacious one. Regardless of the fact that reports are showing its near-end situation, not to mention the plans of the company to be acquired by other companies, BlackBerry still reassures its valued customers that it will still carry on. For sure, the company has learned from its mistakes, and who knows, if it will take all those lessons into account and apply them, it might be able to salvage its struggling state.