I regularly get the feeling that Waterloo is a sort of bubble where time moves slowly. On August 12th BlackBerry dropped a bomb by once again stressing that they were heavily exploring strategic options with a special committee. They they followed up with a bombshell of a preliminary earnings report recording a loss of $1 billion on September 20th. They then followed that up with a failed launch of BBM going cross platform on iOS and Android.
You would think that a company in this situation would be doing damage control and trying to get their message heard and instill confidence that they can survive. Instead we have a CEO and executive team who has been more or less off the radar working on backroom deals while no one seems to be trying to save BlackBerry from a media tail spin.
Now almost 2 months after this string of announcements began we are finally hearing something out of Waterloo. The message is that “You can continue to count on BlackBerry.” I really want to believe that but their actions these last few weeks have been anything but confidence inspiring. This latest open letter in 30 newspaper channels is a start but what took so long? Why was it not ready to go the day after these announcements? What makes BlackBerry’s executive team think they can take this long to communicate with their customers?
Hopefully BlackBerry gets their house in order soon with Fairfax or another suitor. Until then we can only hope that BlackBerry sees that this delayed response and lack of communication is severely hurting their brand.