In an attempt to placate anxiety ridden investors and its customers over the uncertainty of its future, BlackBerry has issued an open letter that will thwart concerns about the company's viability.
Canada-based BlackBerry has started a major media campaign and the letter will "set the record straight" about the firm's future prospects.
The letter is slated to appear on Tuesday, October 14 in 30 morning newspapers across nine countries, including published in major publications like The Washington Post and the Wall Street Journal (WSJ).
The open letter from the Canadian smartphone firm will also be posted on BlackBerry's social media channels. Per Frank Boulben, BlackBerry's chief marketing officer, the company's important business customers will also receive a copy of the letter.
"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," proclaims the letter from BlackBerry.
To openly acknowledge that its customers are anxious is a risk-laden move for BlackBerry; however, publishing the open letter gives the company a way of controlling the murmurs pertaining to the company's future.
"It's between a rock and a hard place," says Will Stofega, program director IDC. "They could have stayed silent, but at this point, they didn't have much to lose."
Through the letter BlackBerry wants to convey to investors and consumers that irrespective of how the continuing acquisition deliberations pan out, the company will support business, government and individual customers.
The company assures that it will not disappoint those who "count on BlackBerry every single day."
"We have very competitive and differentiated products and services," said Boulben. "They have a lot of value for all stakeholders . . . and the company, financially, is strengthening."
Despite reporting nearly $1 billion in losses in the last quarter, BlackBerry has $2.6 billion on its balance sheet. The company urges that "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."
