BlackBerry parted with Alicia Keys and individual clients - Wyborcza.biz

Blackberry smartphone (Photo: REUTERS RUVIC DADO)

being in trouble, the Canadian manufacturer of smartphones resigns from collaboration with Alicia Keys. As a creative director would help in improving sales performance products. Unfortunately, the collaboration with her little passed. Company – tired of failures on the market – wants to focus on business customers

about the problems of the Canadian manufacturer of smartphones we wrote on Wyborcza.biz repeatedly. A few years ago, the BlackBerry has lost its leadership in the segment of advanced mobile phones. Closeness business and a physical keyboard has not helped in attracting customers who, after 2007, increasingly choose iPhone or Android devices. A year ago, when I presented models of the long-awaited series of 10, the company decided to also refresh the image and sent a new campaign to younger customers and representatives of the so-called. creative industries. Therefore, the position of creative director hired singer Alicia Keys, who since then was the face of the BlackBerry.

End of cooperation

Although use the image of the well-known singers sale BlackBerry phones still fell, bringing billions of dollars in losses. Therefore, the company issued a statement Thursday in which announces the termination of cooperation with the Keys at the end of January. However, the changes will be more – Canadians do not hide fatigue efforts to regain former position in the phone market. In a recent press release the company announced that its primary target group will today business and large organizations. In a sense, the history of the company has come full circle so, because before BlackBerry devices have gained popularity among consumers, a compulsory gadget almost every self-respecting manager.

new strategy

In gaining popularity greatly helped BlackBerry: great service e-mail and instant messaging allowing cheaply and conveniently communicate with friends or business clients. These features are not today, however, as a significant advantage as a few years ago – now every more sophisticated phone offers support for e-mail, and the BlackBerry Messenger instant messaging (key product company) is a recently also available on iPhone and Android phones. Perhaps this is the effect of the implementation of the new strategy of the company led by an experienced since November mened?eraJohna Chen.