"You can still count on us": Beleaguered BlackBerry makes appeal to customers

With its protracted decline beginning to accelerate, BlackBerry has sought to reassure its customer base with an open letter that insists, “You can continue to count on us.”

The Canadian manufacturer has suffered a well-documented fall from grace in the smartphone market, with this year’s launch of the BlackBerry 10 platform failing to ignite a revival. As the firm edges towards a sale redundancies have proliferated across the company, while second quarter figures released in September painted a decidedly bleak financial picture.

But the company formerly known as RIM claims it has sufficient cash reserves to sustain its services as a leaner organisation. The letter reads:

“To our valued customers, partners and fans:

You’ve no doubt seen the headlines about BlackBerry. You’re probably wondering what they mean for you as one of the tens of millions of users who count on BlackBerry every single day.

We have one important message for you:

You can continue to count on BlackBerry.

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 percent in order to run a very efficient, customer-oriented organization.

These are no doubt challenging times for us and we don’t underestimate the situation or ignore the challenges we are facing. We are making the difficult changes necessary to strengthen BlackBerry.”

The letter goes on to talk up BlackBerry’s product portfolio, from its BB10-running handsets to BlackBerry Enterprise Service 10; the business platform that has seen its server base grow from 19,000 to over 25,000 over the past quarter, according to the company.

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’s PR machine has been forced into overdrive of late. Earlier this month, research giant Gartner advised its clients to shed BlackBerry’s enterprise services in an eight-page report, prompting a defiant response from the Canadians.

The latest product charged with brightening the company’s outlook is the 5in BlackBerry Z30 smartphone, which we reviewed last week.