T-Mobile Promotion Triggers BlackBerry CEO Outrage

by Istvan Fekete on February 19, 2014

What can a “simple and innocent” T-Mobile promotion cause? The outrage of BlackBerry CEO John Chen, for example, who seems to be puzzled by the thought that its users may upgrade to the latest iPhone.

Last week T-Mobile sent out an email to some of its customers who use a BlackBerry smartphone, providing them an option to change to an iPhone 5s, with no money down and no annual service contract on a Simple Choice Plan.

The apparently innocent email immediately triggered tweets and phone calls from BlackBerry users, and ultimately a blog post from the Canadian smartphone maker’s CEO, John Chen, who says he is outraged by the telco’s promotion.

In the post published yesterday, Chen applauds BlackBerry users who contacted T-Mobile to defend the smartphone maker, and says loyalty “draws a sharp contrast with the behaviour of our longtime business partner.”

“I want to thank our loyal customers for your commitment to BlackBerry. By expressing your outrage directly to T-Mobile ?through tweets, calls and comments in the media and on blog posts, you sent a powerful message that T-Mobile could not ignore. Your partnership with our brand is appreciated by all of us at BlackBerry, and draws a sharp contrast with the behavior of our longtime business partner.

I can assure you that we are outraged too. What puzzles me more is that T-Mobile did not speak with us before or after they launched this clearly inappropriate and ill-conceived marketing promotion.”

What’s interesting is that T-Mobile currently sells only refurbished Q10 devices. In other words, the partnership between the two may not be as good as Chen would have you believe. Also, this practically means that BlackBerry users have no option if they wish to upgrade, and the iPhone 5s could be the next viable option if they are seeking the latest gadget.

However, the phone calls and tweets were efficient it seems, because John Legere has tweeted that he has heard BlackBerry users loud and clear and will work out something with the team.

The result was a formal reply to Chen’s blog post in which the carrier reaffirmed its commitment to the BlackBerry platform and announced that it will start offering free expedited shipping of BlackBerry devices by Friday. BlackBerry problem solved. At least for now.

Did you like this post? TheTelecomBlog.com publishes daily news, editorial, thoughts, and controversial opinion – you can subscribe by: RSS (click here), or email (click here).

Written by: Istvan Fekete. www.digitcom.ca. Follow TheTelecomBlog.com by: RSS, Twitter, Facebook, or YouTube.

{ 1 trackback }

BlackBerry Ends Partnership with T-Mobile — TheTelecomBlog.com
April 2, 2014 at 6:18 am

Comments on this entry are closed.

Previous post:

Next post: