Alicia Keys Couldn’t Save BlackBerry As The Company Seeks A Buyer
BlackBerry tried to add a little star power to its marketing by enlisting Alicia Keys as global creative director back in January. And they’ve tried to make a splash with big events to launch new devices. But the hoped-for comeback just isn’t happening, and now the company is seeking a buyer either for the entire business or some of its assets.
“The struggling smartphone maker carries valuable assets that could entice potential buyers, including a broad suite of services aimed at businesses and several key mobile patents. [Edward Jones analyst] Kreher says smartphone companies that don’t develop their own operating system, like Samsung or HTC, might show interest,” reports USA Today. The article proposes that any sale will most likely go to a private person or organization. That would give the purchaser the chance to work with the company without having to report quarterly earnings or answer to the markets and shareholders.
The company’s slide from the top happened so swiftly, you can almost remember when BlackBerry was riding high like it was yesterday.
“Four years ago, BlackBerry had 51 percent of the North American smartphone market, according to the research firm Gartner. And Mike Lazaridis, BlackBerry’s co-founder who was then its co-chief executive and co-chairman, was promising an even brighter future,” says The New York Times‘ Dealbook blog. “But then the company responded slowly to new iPhone and Android devices and the company’s sales evaporated. Now, the company has 3.4 percent of the market and Mr. Lazaridis is gone from BlackBerry.”
The path back (if there is one) is made more difficult by the saturation in the market. There are so many phones to choose from and so many apps that aren’t available to BlackBerry users, that the road wouldn’t be an easy one. And we haven’t heard too much about that partnership with Alicia Keys lately.