The ad’s copy (see full version below) acknowledges the recent “dramatic headlines” about the company and states: “these are no doubt challenging times for us and we don’t underestimate the situation or ignore the challenges”.
In spite of those challenges, the ad explains the company has “substantial cash”, a “debt free” balance sheet and is restructuring with a goal to cut its expenses by 50 per cent.
BlackBerry goes on to insist it has the “best in class” productivity tools, security, enterprise mobile management and mobile social network in BBM.
It notes the competition in the market in Android and iPhone by saying: “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 ad has been taken out days after research firm Gartner advised BlackBerry business customers to switch to alternative software and hardware given its recent challenges and dramatic drop in market share since its peak late last decade.
BlackBerry made a net loss of $965m (£600m) in the second quarter and has now agreed in principle a $4.7bn sale to Fairfax Financial – although it is reported there are other bidders interested in taking on the company, including its co-founders Mike Lazaridis and Douglas Fregin,
Last month at a media event to showcase its Z30 smartphone, BlackBerry UK insisted it remained focused on the consumer market, despite prospective owner Fairfax saying earlier the company’s future was rooted in providing “secure enterprise solutions”.