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.