BlackBerry’s open letter to customers as it claws back Australian market share: “We are very much alive”

Canadian smartphone maker BlackBerry has issued a letter to its enterprise customers officially declaring the company is no longer up for sale, as figures were released showing the company has gained ground in the Australian market.

In the defiant letter published on the company’s website, executive chair and chief executive John Chen officially announced that the sale process had ended.

“Our ‘for sale’ sign has been taken down and we are here to stay. BlackBerry recently announced it has entered into an agreement to receive a strategic investment from Fairfax Financial and other institutional investors, which represents a vote of confidence in the future of BlackBerry.

“In short, reports of our death are greatly exaggerated.”

The letter also reiterates a commitment to smartphones as one of four key business areas for the company, which he says will focus on enterprise customers.

“We’re going back to our heritage and roots – delivering enterprise-grade, end-to-end mobile solutions. As we refocus back to our roots, BlackBerry will target four areas: handsets, EMM [enterprise mobility management] solutions, cross-platform messaging, and embedded systems,” Chen said.

Chen also points out that it is the largest mobile device management service provider and, unlike “a small VC-backed ‘pure play’ MDM player” has a strong cash base that means it doesn’t need to seek additional funding each year.

“Our competitors want you to think that BES only manages BlackBerry devices, and that we are somehow more expensive than other MDMs. This is false.

“We understand the realities of the enterprise mobility market better than anyone, and we’re in the game for the long term. We’ve been investing in enterprise mobility management – for any device – and thanks to customers like you, we’re doing very well.”

The news comes as new Kantar Worldpanel ComTech show BlackBerry has doubled its share of the Australian market, albeit off a low base.

In the October quarter, the company reported an Australian market share of 1.6%, up from 0.8%, despite negative attention surrounding the recent sale process.


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