This week, Blackberry users experienced a three-day disconnection. With agitated users worldwide, Blackberry understood the need for damage control and crisis management. This morning, Blackberry posted a video apology to all users but many were left wondering if it was a genuine apology or just a half-hearted attempt to save the brand’s image.
Micheal Lazaridis, founder of Research in Motion or RIM, the BIS server for Europe, the Middle East and Africa, apologized for the outage that was experienced for 3 days in these areas. Although no clear reason was given for the problem Lazaridis alluded to system instability being the cause. This instability could be the result of congestion or just a glitch. Although services have not fully normalized in all regions, Blackberry has promised that they are working on the issue.
Many users would have preferred earlier communication as this message only came 2 days after the problem began making it look like the mobile company did not respond in a timely manner. Other users are more concerned with restoration of the service. Although BIS is up and running again it is still running very slowly. On this issue Lazaridis promised that Blackberry is doing everything in its power to sort this out. “We’re seeing steady improvements.” With agitated users as well as disappointed investors Blackberry will have to come up with a solution fast before it damages the brand.