BlackBerry has recently  partnered up with Amazon to bring it's app store to BlackBerry 10 consumers, something that should happen this summer or early fall. Partnerships of such nature are important as they not only add perceived value from a business standpoint but they also add value to potential new customers who will feel more confident when such large companies like Amazon essentially endorse our brand.   The amazon deal certainly matters to BlackBerry consumers however what is needed at the moment is a partnership in the enterprise arena to counter recent moves by Apple and IBM.

     The IBM / rot fruit deal in its self is not one to be ignored nor one to be feared. As I have mentioned in a previous article it is really two companies joining forces as they can not alone compete with BlackBerry in MDM.   This said it does create potential and BlackBerry is quite aware of this and it is taking the appropriate action to seek out partnerships of its own to counter any possibility that this could slow BlackBerry Enterprise growth.   It should be noted that BlackBerry and IBM are also working together in their own right.

     There has been talk that BlackBerry and Dell could end up partnering up in a similar fashion and the two companies have reportedly talk over the last year as they each went through their respective transitions.   Whether this leads to anything I do not know but a partnership with such a company would be fantastic for BlackBerry. 

      As a fan of the brand the last thing I would ever want to see is an outright sale of the company to either a direct competitor or any other major electronics company.   The likely-hood the BlackBerry As we know it..... the devices, the BB10 platform etc....would remain intact is slim to non.   BB10 and the device portion of BlackBerry is valuable to BlackBerry as an independent company.   the technology behind them is what is valuable to other companies.   In my opinion, BBM and BES would survive in some form but we would lose the devices and our platform.... maybe not right away but within a short time after such a sale.    The patents and technology that BlackBerry possesses are the envy of many consumer grade device manufacturers whether they publicly admit it or not.   A BlackBerry sale would see this portfolio absorbed into whatever company took control to bolster it's own platform and technology.

      A BlackBerry sale to a group willing to keep BlackBerry independent would be fine however I feel that group is currently in charge and status quo is desirable as Mr Chen has and is proving his worth daily.  John Chen has indicated in the Bloomberg interview I mentioned above that he preferred to add value to BlackBerry vs selling the company. That said he also has a responsibility to shareholders and if an offer was made of any real value it would be in his job description to not only entertain it but to pursue it in the name of good business.  

    We as a community walk a tight- rope  with BlackBerry as a corporation.   We support the brand and rally behind the leadership while knowing in the back of our heads that there are shareholders the company must answer to well before we as the brands faithful are considered if we are considered at all in the event of a sale.   Mr Chen did say that BlackBerry employees and their welfare would be taken into account of course...... my thoughts are he would avoid a liquidation or dis-assembly scenario.    

    For now big name partnerships will be key to BlackBerry success and I hope beyond hope that such deals as with Amazon continue.   The more value and by proxy endorsements we see the greater the chances that BlackBerry can retake a strong enough position in the world's mobile  market and setting itself in a position that the company would remain more valuable intact then as tiny pieces spread out and assimilated into someone else's technology company.    

   We as the BlackBerry community.....a truly amazing and united group of fans and enthusiasts must always stand for BlackBerry as an independent brand or face the possibility of this beautiful thing we have disappearing.    there is always the chance of a merger... one that would build one greater company... that would be cool of course but what I try not to think about is the true nature of business.    Business is cold, calculating and all about profit.   As a business woman I answered to myself as my companies are privately held with my share out voting any other.... I can make decisions of the heart for better or worse.... A publicly held company can not and honestly should not.   

      I always encouraged all to continue doing your part to defend, promote and advance our beloved brand.   We are the front line in the consumer market....we are responsible at the moment to build interest in our favorite brand with those who have yet to experience BB10.  Our platform is not just "Okay" it is top notch mobile excellence in the palm of your hand and it is always worth fighting for.    BlackBerry the company will not disappear if everyone wants A BlackBerry device!... stand tall and keep fighting the good fight and let's help keep BlackBerry independent today so that we gave our BlackBerry's tomorrow.......

Author :

  LillyFox @lillyfoxblogs LFBB10.com