BlackBerry CEO Thorsten Heins greets Alicia Keys as the company's new global creative director earlier this year. (Credit: Sarah Tew/CNET)

RANDOM MOVE: BlackBerry CEO Thorsten Heins greets Alicia Keys as the company’s new global creative director earlier this year.
(Credit: Sarah Tew/CNET)

It was announced yesterday that Canadian smart phone giant Blackberry has made the decision to make 4,500 members of its staff redundant.

Via The Huffington Post Canada

BlackBerry says job cuts will help it halve its operating costs by June 1, 2014.

It expects to post a loss of US$950 million to $995 million when it reports its second-quarter earnings next Friday.

There were reports earlier this week that the struggling cellphone company was ready to slash 40 per cent of its workforce by the end of the year. The announced layoffs amount to roughly that percentage of BlackBerry’s staff.

“We are implementing the difficult, but necessary operational changes announced today to address our position in a maturing and more competitive industry, and to drive the company toward profitability,” CEO Thorsten Heins said in a press release.

Reuters reporter David Ljunggren tweeted Friday afternoon saying Industry Minister James Moore was concerned by news of the job losses.

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Blackberry has been struggling for sometime now and has failed to keep up with rivals Apple (iPhone) and Samsung.

The debts of their desperation became clear earlier this year when BlackBerry CEO Thorsten Heins appointed superstar Alicia Keys as the company’s new ‘Global Creative Director’, hoping that her appointment would help to “inspire the future” of the company.

Alicia obviously failed to achieve this because right now the future looks bleak.

Who knows what was going on in Heins’ mind when he came up with the ridiculous idea to give her such an important role within the struggling company.

Not long after Alicia’s new appointment was officially announced during a press conference, Alicia then tweeted the news to her millions of Twitter followers using her iPhone.  The singer later claimed her account had been “hacked”.

Honestly you couldn’t make this up.

I feel it for the thousands of staff members who stand to lose their jobs.

6 replies »

  1. Before I got to the bottom of this I was going to say she has an iPhone. I remember her posting photos on Twitter last year of some dry scenery from the phone. She’s too damn lie about she was hacked. As for BlackBerry I forgot they even existed to be honest. Shame about those 4,500 people losing their jobs though.

  2. Alicia Keyes’s role at Blackberry was a joke and it is a real shame as it looks like all the money they spent on her salary could have been put to better use. Still things do move fast in technology, remember when Nokia was a dirty word only a couple of years ago. Don’t count Blackberry out just yet who knows what we will be using in a few years.

  3. I did love blackberry. it multi-tasks better than my s3. definitely more secure. I do wonder if global governments helped engineer its downfall as not being able to access bbm messages.

    The lack of an Instagram app killed the phone off for the youth and failure to update the playbook software to bb10 too. shame really but Apple is currently on its way out too now. the queues for the newest versions of the same phone were not as previous.

  4. @soFrolushes Wow you really hit the nail on the head there. Maybe that is one of the reasons why Blackberry are on an all time low, I think there are other factors though which you have mentioned above and the quality of the phones. Still BBM was their USP and I don’t think by allowing other platforms such as Android and Apple to use them will work in their favour.

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September 2013
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