As anyone who has survived a divorce can relate, things typically get worse before they get better and the word amicable doesn't enter the picture until both sides eventually spew forth anger, resentment or just plain hurt. Or, in many cases, all three.
That's exactly the scenario that appears to be unfolding between struggling BlackBerry and third-tier carrier T-Mobile.
This is what we know publicly about the separation that has occurred: BlackBerry, after hearing T-Mobile was pushing competitor iPhones to users as an alternative to BlackBerry, has decided to cut its ties with the carrier as of late this month.
Now T-Mobile, which was initially silent upon hearing the separation news, is firing back by rubbing salt in the wound, so to speak. The carrier is taking a passive-aggressive approach and trying to flip BlackBerry's intention to divorce into a marketing message that T-Mobile won't abandon users like 'someone' is, and will remain pro-BlackBerry despite the fact BlackBerry is walking away from T-Mobile.
Ouch.
In a blog post Thursday T-Mobile chief John Legere, president and CEO, starts off addressing the split by saying he's disappointed but then quickly pledges to offer the continued support and service to current T-Mobile BlackBerry users. He takes five paragraphs to drive that point home:
"Being America's Un-carrier is simply this. It's about listening to and advocating on behalf of US wireless consumers. That's it. The simple act that first ignited this Un-carrier revolution - and set T-Mobile apart from the entire US wireless industry - was that we listened to the customer. And that changed everything.
And, of course, that goes for the BlackBerry loyal, too. We hear you and stand with you. We always have and always will. So, obviously, we were disappointed in BlackBerry's decision this week to end their agreement with us.
But here's what really matters most for BlackBerry owners. Whether you're an individual customer or business customer, nothing changes. Nada. Zero. Zilch.
If you're already with T-Mobile, you can continue to count on us for the great service you've come to expect, the regular OS updates, and, of course, America's fastest nationwide 4G LTE network. None of that changes as far as we're concerned.
And, if you own any BlackBerry that works on our network and also want the fairness and freedom that comes with being a T-Mobile customer, you can bring in your BlackBerry any time and enjoy Un-carrier benefits like no annual contract, unlimited everything with no overages on our wicked-fast network, no hidden device costs, no upgrade wait - and international roaming at no extra cost."
And then comes the zinger:
"In fact, to show our appreciation for all current consumers so passionate and loyal to all things BlackBerry, we're offering a $100 credit toward any new device, including the BlackBerry Q10 or the Z10. And this offer is good through the end of the year. So you can take your time."
Take that BlackBerry. T-Mobile may be hurt, but unlike someone who shall remain nameless (that's BlackBerry apparently) it's not going to taking it out on customers like some are.
"One thing you can count on from us: we'll keep listening to you and finding new ways to meet the needs of BlackBerry users - individuals and businesses - everywhere. But we're not done. Stay tuned for another Un-carrier offer that gives you more value and even more reasons to stay with America's fastest growing wireless company," writes Legere, adding, "I'll always fight for you. And our team remains committed to providing the same great Un-carrier experience to all BlackBerry users. At the end of the day, this has got to be about you - the customer."
Top tier carriers Verizon Wireless and AT&T have to be enjoying watching how this divorce plays out.
