John Chen CEO of BlackBerry:

> Today, our company is strong financially, technologically savvy and is well-positioned for the future. In less than two months, my team and I have engineered a new strategy to stabilize the company, return to our core strength in enterprise and security, and maximize efficiencies.

That’s all you need to know about the new strategy: it was *engineered*. I think that word alone encompasses why BlackBerry is failing so quickly. They are making data driven decisions, and not decisions that create an emotional connection between the user and the device. In other words: they are trying to accomplish a task, a feature, and not trying to generally make life better for the user.

This is a concept you either get, and therefore accept, or one you don’t get and flat out reject — there’s little middle ground that I can see in the “make life better” business mindset that Apple is preaching.

But, since we have extra words in Chen’s post, allow me to point out two more things:

> When it comes to enterprise, we’re still the leader. Don’t be fooled by the competition’s rhetoric claiming to be more secure or having more experience than BlackBerry. With a global enterprise customer base exceeding 80,000, we have three times the number of customers compared to Good, AirWatch and MobileIron combined. This makes BlackBerry the leader in mobile-device management.

He plays up security the most, but let’s remember that reports are the NSA has a backdoor into BlackBerry servers (likely all devices). At this juncture in time I think it is highly irresponsible to tout digital security.

Lastly:

> In the last 60 days, more than 40 million new iOS and Android users have registered to use BBM. We will continue to invest in this popular service and build out its features and channels, with plans to turn it into a revenue stream in the coming years.

All 40 million of which *used* to be using BlackBerry devices — not sure that is a “win” there Mr. Chen.