BlackBerry cuts ties with T-Mobile, signals new carrier-independent business strategy
Beleaguered handset maker BlackBerry on Tuesday said it would be severing ties with U.S. wireless carrier T-Mobile, suggesting the company is reducing reliance on carriers to sell product.
As noted by The Wall Street Journal, BlackBerry's unexpected decision to not renew its contract with T-Mobile is a departure from handset maker's usual strategy of leaning on carrier marketing to drive sales. The company last year announced plans to discontinue service fees applied to carriers for routing BB Messenger traffic through its own servers.
"Regretfully, at this time, our strategies are not complementary and we must act in the best interest of our BlackBerry customers," said BlackBerry CEO John Chen. "We hope to work with T-Mobile again in the future when our business strategies are aligned."
The move comes some two months after company CEOs exchanged barbs over a promotion for Apple's iPhone 5. At the time, T-Mobile sent out emails detailing a "great offer for BlackBerry customers," suggesting they switch over to Apple's smartphone. In a post to BlackBerry's official blog in February, Chen expressed "outrage" at T-Mobile, which apparently did not discuss the deal prior to sending out the promotional emails.
While Tuesday's announcement was not based solely on the iPhone 5 flap, BlackBerry's shift in strategy can be viewed as symptomatic of the firm's struggle to remain relevant in a quickly-changing smartphone landscape. Even top-level executives are jumping ship, including SVP of Software Sebastien Marineau-Mes, who was sued to fulfill his contract terms with BlackBerry after being poached by Apple last year.
With a less than one-percent share of the U.S. smartphone market, which according to research firm IDC is down drastically from about 50 percent five years ago, the Canadian company is seemingly flailing about in what could be its final death throes.
In usual form, T-Mobile CEO John Legere took to Twitter, offering a blunt -- if not brusque -- commentary on the situation.
"We value all customers but this is 1+% of our base total and a small fraction of what we add quarterly," Legere said. In a follow-up tweet directed at a follower, the executive said, "I can't, for the life of me, understand why @BlackBerry would take choices away from customers."
For its part, BlackBerry promised to work with T-Mobile to ensure current customers are unaffected by the contract cancellation, but it has yet to outline a solution that will cover revenue lost by the contract non-renewal.
As noted by The Wall Street Journal, BlackBerry's unexpected decision to not renew its contract with T-Mobile is a departure from handset maker's usual strategy of leaning on carrier marketing to drive sales. The company last year announced plans to discontinue service fees applied to carriers for routing BB Messenger traffic through its own servers.
"Regretfully, at this time, our strategies are not complementary and we must act in the best interest of our BlackBerry customers," said BlackBerry CEO John Chen. "We hope to work with T-Mobile again in the future when our business strategies are aligned."
The move comes some two months after company CEOs exchanged barbs over a promotion for Apple's iPhone 5. At the time, T-Mobile sent out emails detailing a "great offer for BlackBerry customers," suggesting they switch over to Apple's smartphone. In a post to BlackBerry's official blog in February, Chen expressed "outrage" at T-Mobile, which apparently did not discuss the deal prior to sending out the promotional emails.
While Tuesday's announcement was not based solely on the iPhone 5 flap, BlackBerry's shift in strategy can be viewed as symptomatic of the firm's struggle to remain relevant in a quickly-changing smartphone landscape. Even top-level executives are jumping ship, including SVP of Software Sebastien Marineau-Mes, who was sued to fulfill his contract terms with BlackBerry after being poached by Apple last year.
With a less than one-percent share of the U.S. smartphone market, which according to research firm IDC is down drastically from about 50 percent five years ago, the Canadian company is seemingly flailing about in what could be its final death throes.
In usual form, T-Mobile CEO John Legere took to Twitter, offering a blunt -- if not brusque -- commentary on the situation.
"We value all customers but this is 1+% of our base total and a small fraction of what we add quarterly," Legere said. In a follow-up tweet directed at a follower, the executive said, "I can't, for the life of me, understand why @BlackBerry would take choices away from customers."
For its part, BlackBerry promised to work with T-Mobile to ensure current customers are unaffected by the contract cancellation, but it has yet to outline a solution that will cover revenue lost by the contract non-renewal.
Comments
carrier-independent business strategy
Read: We’re going bankrupt, you know we’re going bankrupt, we know we’re going bankrupt; we’ll just slip out the back while everyone’s looking the other way.
anyone else hear a toilet flushing sound?
Read: We’re going bankrupt, you know we’re going bankrupt, we know we’re going bankrupt; we’ll just slip out the back while everyone’s looking the other way.
Well, everyone but the shareholders.
Without a carrier, who is going to pretend to try to sell them?
I was reading another account of the exchange where T-Mobile said that their demographic is very young and those customers just don't care about Blackberry at all. It was implied that T-Mobile told Blackberry to take a hike, not the other way around.
I suspect truth is that T-mobile were no longer willing to waste valuable shelf space on Blackberry products which no longer sell.
Their strategies are not complementary. T-Mobile likes to sell phones, and Blackberry doesn't... that's my take away.
Bye-bye T-Mobile? I'd like to see Blackberry's Plan B.
Well, plan C was BB OS 10. We’re on plan D right now.
Plan A was hiring two CEOs.
I don't think Chen has a good grip on the industry yet, this is a blindingly stupid move.
Best
Who woulda thought that they would cling to dear life longer than a bullhead out of water?*
* Not to make fun of an animal's misery... I asure you it's only an anology off the top of my head!
Shame, I was rooting for them to pull through and thought BB10 looked interesting. Still do, but hopes of it happening are falling every day.
Is Blackberry really in a position where they can burn bridges?
It probably won't stop what happens next to them.
"Regretfully, at this time, our strategies are not complementary and we must act in the best interest of our BlackBerry customers," said BlackBerry CEO John Chen. "We hope to work with T-Mobile again in the future when our business strategies are aligned."
BlackBerry needs to swallow their pride. They are not in the position to be behaving in this manner. Their smart phone market share has been plummeting over the last few years to where even Windows Phone has overtaken them and they are quickly becoming irrelevant.
This is akin to the Home Shopping Network pulling their channel from Time Warner Cable's line-up as a "we will show you!" Nobody would care.