BlackBerry is insisting the reports of its demise have been greatly exaggerated, taking out full-page advertisements in 30 major newspapers across the world to inform consumers and businesses that they "can continue to count on BlackBerry".
The BlackBerry message, featured in British newspapers including The Telegraph and The Times, consists of plain text under bold headings in a bid to set the record straight on recent "dramatic headlines".
The company formerly known as RIM highlighted its debt-free standing, but admitted that it is indeed going through "challenging times" and that it is "making the difficult changes necessary to strengthen BlackBerry". The difficult changes include significant layoffs and a 50 percent reduction in costs in a bid to become a profitable, customer-focused enterprise.
"One thing we will never change is our commitment to those of you who helped build BlackBerry into the most trusted tool for the world's business professional," the ad reads.
BlackBerry labelled its products as "best in class" with market-leading security, enterprise mobility management and social networking via its BBM platform. That platform, however, has yet to reach rival smartphone operating systems Android and iOS following unexpected delays.
"Yes, there is a lot of competition out there and we know that BlackBerry is not for everyone. That's OK. You have always known that BlackBerry is different, that BlackBerry can set you apart," the firm notes.
"Countless world-changing decisions have been finalised, deals closed and critical communications made via BlackBerry. And for many of you that created a bond, a connection that goes back more than a decade."
The message concludes, "You trust your BlackBerry to deliver your most important messages, so trust us when we deliver one of our own: You can continue to count on us."
BlackBerry reached an agreement with Fairfax Holdings last month to take itself off the stock market and go private in a deal worth $4.7bn. While BlackBerry does indeed have no debt, it posted abysmal financial results in September showing losses of $934m. The blame for that figure was laid squarely at the door of the Canadian firm's BlackBerry Z10 smartphone, which was a radical departure from previous handsets as it featured no physical keys, instead making use of a full-sized touchscreen.
Last week, it emerged that BlackBerry's co-founder Mike Lazaridis was considering buying out the company.
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