After bringing BBM over to Android and iOS, Blackberry is finding a reasonable level of success on the software side of business. Of course, that’s just a small portion of Blackberry’s business, and its the hardware that really counts.
Unfortunately for Blackberry, the company’s BB10 handsets continue to sell relatively poorly in most markets. You think this would mean that Blackberry would be doing whatever it takes to keep offering its devices to any and all carriers that would have it, but you’d be wrong.
Blackberry that decided to cut off one of the four largest carriers in the United States
T-mobile will no longer carry Blackberry handsets after April 25th, as Blackberry has refused to renew T-Mobile’s license to sell their devices. That’s right, it was Blackberry that decided to cut off one of the four largest carriers in the United States.
The reason for ending the relationship? Last month, T-Mobile started a campaign that essentially encouraged Blackberry users to upgrade to the iPhone as opposed to newer BB10 handsets. Blackberry’s CEO John Chen wasn’t too pleased by the promotion and so T-Mobile decided to offer a second promotion that gave customers $200 in credit for trading in their older devices.
While the T-Mobile may have assumed these users would upgrade to newer Blackberry models, reportedly most folks that traded in simply got an Android phone or iPhone instead. Long story short, Blackberry was rather angered by the whole ordeal and decided to cut ties with T-Mobile.
Here’s the statement from Chen about the matter:
BlackBerry has had a positive relationship with T-Mobile for many years. Regretfully, at this time, our strategies are not complementary and we must act in the best interest of our BlackBerry customers. We hope to work with T-Mobile again in the future when our business strategies are aligned.
Honestly, while we can understand why T-Mobile’s promotions would anger Blackberry, it seems a little drastic to cut ties when the company is already struggling as it is. Another nail in the coffin we suppose.
What do you think, should Blackberry have attempted to make up with T-Mobile or do you agree that ending their partnership with T-Mobile was the right move?