BlackBerry looks to reassure users with advertising campaign

BlackBerry has placed adverts in major broadsheet newspapers seeking to reassure its customers that the company will continue to provide services to them.

"To our valued customers, partners and fans, you’ve no doubt seen the headlines about BlackBerry," the letter, published as an advert starts. "You’re probably wondering what they mean for you as one of the tens of millions of users who count on BlackBerry every single day. We have one important message for you: You can continue to count on BlackBerry."

The letter adds that the company has "substantial cash on hand," "a balance sheet that is debt free," and that the restructuring or layoffs will cut expenses by 50 per cent.

The advert being placed in broadsheets is likely to be aimed more at the lucrative corporate IT managers than the consumer BBM user base.

The company is currently subject to a speculative US$4.7 billion takeover by a private equity group, although it could still be broken up by rival bidders.