1 Statistic That Should Worry BlackBerry Ltd. Investors

Despite plummeting device sales, BlackBerry (NASDAQ: BBRY  ) continues to hope its device business can see a turnaround. The company even announced a manufacturing agreement with Foxconn at the end of 2013 for the joint development of a consumer smartphone for Indonesia and other fast-growing markets in 2014. Still betting heavily on its device business, BlackBerry investors should hope to see signs of a meaningful consumer brand -- at least among its existing customers. But a leaked employee email revealed by TmoNews suggests there may very little loyalty among BlackBerry's current customers.

In the email, T-Mobile outlines how successful its promotional program for BlackBerry customers to upgrade to new devices was. It was so successful that it boosted BlackBerry trade-ins by 15 times the normal rate.

But as Fool contributor Daniel Sparks explains in the video below, the most surprising fact in the leaked employee email was the percentage of BlackBerry customers who opted to switch to different brands, despite an even greater incentive to upgrade to another BlackBerry device.

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Comments from our Foolish Readers

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  • Report this Comment On March 06, 2014, at 3:32 PM, derkman wrote:

    Here's one statistic that BlackBerry investors should take relief in, as long as we keep getting these stupid messages from Fools like this guy, we are okay!

  • Report this Comment On March 07, 2014, at 12:50 AM, xxBURK wrote:

    Daniel, you know the entire back story and with all do respect, you have chosen to be possibly fooled yourself?

    First of all, 94% of what number? 10, 20,30?

    T-Mobile not releasing actual sales numbers speaks volumes. Plus the promotion was in for a limited time.

    Second, you can only purchase REFURBISHED Z10's and Q10's from T-Mobile. Who wants refurbished phones?

    Third, it's almost impossible to get a sales rep to actually sell you a BlackBerry.

    For a respected website like this, how is it you refuse to ask the important questions?

    You're aware of the war of words between both companies and you chose to believe whatever T-Mobile prints. I bet they could sell you anything. Please stop misleading the public. Give two sides to a story. It will help you in your career.

  • Report this Comment On March 07, 2014, at 7:58 AM, docmtc50 wrote:

    @xxBURK: Thanks for pointing out a few of the pro-points! Daniel's bio begins, "Technology journalist, specializing in Apple stock. A student of Technology's best companies." Mayhaps a bit of bias? Business situation aside, B'Berry is undeniably among technology's best companies. Along with their financial misguidance, that technology fell behind. But the platform for improving upon is definitely there and can definitely be revived. Hopefully, with Chen at the helm, this Phoenix will rise again.

  • Report this Comment On March 07, 2014, at 7:41 PM, xxBURK wrote:

    @docmtc50. Thanks for the reply. That makes sense. Yes, BlackBerry has some catching up to do no doubt. I also wish Mr. Chen can turn it around in the next few years. All the best.

  • Report this Comment On March 07, 2014, at 9:20 PM, docmtc50 wrote:

    Back at ya!

  • Report this Comment On March 12, 2014, at 7:32 PM, TraderJoe101 wrote:

    New CEO Chen is changing the focus to Software from hardware. Enterprise , Messaging and QNX automobile business.

    Enterprise Blackberry owns Security in mobile. All G7 governments use Blackberry , from President Obama to German Chancellor Angela Merkel.

    Apple CarPlay is using BlackBerry QNX in Ford , Mercedes , Ferrari , this list is growing.

    CEO Chen just sold off US Headquarters campus. He is raising cash, he will break up and spin off Messaging (BBM) business since Facebook paid $19 billion for WhatsAPP.

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Daniel Sparks

Daniel is a senior technology specialist at The Motley Fool. To get the inside scoop on his coverage of technology companies, follow him on Twitter.

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