Linked by Thom Holwerda on Wed 2nd Apr 2014 09:13 UTC
PDAs, Cellphones, Wireless

By the looks of it, BlackBerry chief John Chen wasn't appeased by T-Mobile's attempt to make peace - in fact, things have only escalated: T-Mobile will no longer carry any BlackBerry device. In a press release today, the company formerly known as RIM announced that it has chosen not to renew T-Mobile's license to sell its products when it expires on April 25th, 2014.

This doesn't exactly look like smart business for a company in trouble, but alas, I am no CEO. Who knows - maybe it's the brilliant move that will save BlackBerry.

More likely - it is not.

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Leave emotion at the door
by REM2000 on Wed 2nd Apr 2014 10:07 UTC
REM2000
Member since:
2006-07-25

I would have gone the opposite direction and worked hard with T-Mobile to try and bring about a positive ad/marketing campaign to try and get BB back on the field, perhaps not aim to high, think more grass roots, get people trying out their phones etc..

Everyone reading this and everyone commenting has said the same thing, it's a desperate attempt by BB to seem relevant, at the end of the day companies don't have hurt feelings, the BB CEO should not be bringing in emotions but thinking, how can i sell more BB's, how can i improve the brand of BB, how can i get people on the BB side.

It's a shame as all of the reports ive heard from people using the BB phones say they are excellent devices, i personally like using my iPhone but i am sad that the mobile phone arena seems to be able to support two big players, it would be so much better if it was a three or four legged race at least. (Windows phone is catching up so there's hope for a three legged race at least).

Reply Score: 5

BlueofRainbow Member since:
2009-01-06

T-Mobile fired the first shot by initiating a competitive trade-up promotion campaign themed around your "Old BlackBerry for a New Whatever-else than a BlackBerry".

It appears that T-Mobile did not consult BlackBerry prior to launching this campaign.

Whether they approached BlackBerry or not, the theme of the campaign conveyed the message that T-Mobile had lost faith in the long term survival of BlackBerry and desired to recycle as e-waste anything with the BB logo as fast as possible.

This is not really the message a major carrier should have sent its customers. The T-Mobile executives may believe that the probability of long-term survival of BlackBerry is closer to zero than some small but real value. If so, simple device attrition at contract renewal time would have taken care of reducing their inventory of devices with a BB logo on them. They did not need to launch such a promotion.

Look back at the Blue-Ray vs. HD-DVD battle - once Best-Buy, Target, Walmart announced within days of each other they would no longer carry HD-DVD players and media, these announcements became the proverbial stake through the heart and the HD-DVD promoters (Toshiba and others?) conceided defeat.

Given such past device history, BlackBerry's response was lakely as much a warning shot to the other carriers thinking of launching similar promotions as a punitive action against T-Mobile.

I can only guess - not having been a fly on the wall during the various meetings leading to these actions.

Reply Parent Score: 2

jgagnon Member since:
2008-06-24

Did T-Mobile's promotion include upgrading to another BlackBerry? If so then I don't see the problem, otherwise good points.

Reply Parent Score: 3

RE: Leave emotion at the door
by moxfyre on Wed 2nd Apr 2014 19:43 in reply to "Leave emotion at the door"
moxfyre Member since:
2007-10-18

I don't see how Blackberry is in any possession to spurn anyone who is promoting their products in any way, no matter how halfheartedly.

T-mobile could come right out and say, "We think Blackberry smartphones suck and are obsolescent, but we'll still sell you one if you want it for whatever reason (legacy, security, etc.)"... and I think Blackberry ought to just grin and bear it.

Reply Parent Score: 3