BlackBerry’s Response to T-Mobile’s Anti-BlackBerry Campaign

Feature

BlackBerry Logo

Late last week, T-Mobile emailed an offer targeting BlackBerry users on its network asking them to switch their BlackBerry devices to a competitor’s smartphone. As we were never told of their plans in advance, I can only guess that T-Mobile thought its “great offer for BlackBerry customers” would be well received. T-Mobile could not have been more wrong.

I want to thank our loyal customers for your commitment to BlackBerry. By expressing your outrage directly to T-Mobile ‎through tweets, calls and comments in the media and on blog posts, you sent a powerful message that T-Mobile could not ignore. Your partnership with our brand is appreciated by all of us at BlackBerry, and draws a sharp contrast with the behavior of our longtime business partner.

I can assure you that we are outraged too. What puzzles me more is that T-Mobile did not speak with us before or after they launched this clearly inappropriate and ill-conceived marketing promotion.

To the BlackBerry user community, I want to extend our deepest gratitude. Y‎our passion motivates us every day as we navigate our turnaround. And for our loyal customers on the T-Mobile network, know that we have an offer in the works designed especially for you. Watch this space for an update very soon.

Finally, to T-Mobile, I would like to remind you that our long-standing partnership was once productive and profitable for both BlackBerry and T-Mobile. I hope we can find a way forward that allows us to serve our shared customers once again. Notwithstanding the current challenge, we remain very excited about BlackBerry’s future.

About John Chen

John Chen is Executive Chairman of BlackBerry’s Board of Directors and Chief Executive Officer. A distinguished and proven leader in the technology industry, prior to joining BlackBerry, he served as Chairman and CEO of Sybase Inc. from 1997 for 15 years, where he developed and led the company’s re-invention from a mature, slower-growth technology company into a $1.5 billion-plus high-growth innovator. Under his direction, Sybase became the leading provider of enterprise mobility and mobile commerce solutions, achieving 55 consecutive quarters of profitability. John previously held a series of executive positions at Siemens Nixdorf, Pyramid Technology Corp., Unisys and Burroughs Corp, where he started his career as an engineer. He graduated from Brown University magna cum laude with a bachelor's degree in electrical engineering and holds a master's in electrical engineering from California Institute of Technology. He is actively involved in international relations and has testified before Congress on U.S.–China trade relations. John serves on the board of directors for The Walt Disney Company and Wells Fargo & Co. He is active in the not-for-profit community, and is also a trustee of Caltech, member of CFR, national trustee of The First Tee and Governor of the San Francisco Symphony.

Join the conversation

Show comments Hide comments
+ -
blog comments powered by Disqus