Alicia Keys and BlackBerry Break Up
Well it looks like the Alicia Keys and Blackberry engagement has officially broken up. (I know - who expected it to last right?)
On Thursday, BlackBerry announced it is ending its relationship with Keys, who just last January was named "global creative director." She also said she would be actively involved with the business. Many thought it was a publicity stunt from the jump. Particularly when a tweet from Keys arrived via an iPhone app even after the Blackberry deal (she said her account was hacked).
What the h*ll?!!!! Looks like I've been hacked... I like @Drake but that wasn't my tweet 🙁
— Alicia Keys (@aliciakeys) February 11, 2013
How fast a year goes by in mobile. Thorsten Heins, then CEO of BlackBerry, announced Keys' appointment and 12-months later he's also gone. The highly anticipated Blackberry 10 - thud. And of course the name change from Rim to Blackberry..crickets.
In a statement, the company said, "BlackBerry and Alicia Keys have completed our year-long collaboration." "We have enjoyed the opportunity to work with such an incredibly talented and passionate individual."
With a cool factor of zero Blackberry is another case study in how to go from market domination to hanging on by a shoestring in just a few years. Like the palm treo its headed to the technology junk drawer. Shares in the Waterloo, Ontario, company have fallen 35 percent in the last year and 82 percent over the last five years.