Always down with the kids, BlackBerry has taken inspiration from popular culture’s new-found love of the open letter.
In a note issued via 30 news outlets, the Canadian company has written to customers and partners to reassure them that everything is fine, despite its increasingly shambolic sale process.
The open letter appears in today’s Wall Street Journal and Washington Post in the US and in The Globe and Mail in BlackBerry's native Canada.
Taking a bullish tone, it asserts that punters "can continue to count on BlackBerry”. And then it puffs its chest out and gets a bit more bellicose.
The letter continues: “How do we know? We have substantial cash on hand and a balance sheet that is debt free. We are restructuring with a goal to cut our expenses by 50% in order to run a very efficient, customer-oriented organisation.”
The missive also talks up BlackBerry’s BB10 software, describing it as ‘Best In Class’, as well as BBM for Android and iOS.
It says that six million users across both platforms have pre-registered for the service. However, the app itself has been delayed because of a glitch in the Android edition, hardly auguring well for the future.
In an interview that appeared alongside the letter, BlackBerry’s chief marketing officer, Frank Boulben said: “Whoever is interested in BlackBerry understands that the company has world-class products and services. These are products and services that customers can continue to count on.”
The letter comes days after founder Mike Lazaridis was found to be bidding to take back control of the mobile-maker. Meanwhile, its initial multi-billion dollar deal with Fairfax is also said to be in trouble.