It was a questionable partnership from the start, but after a rocky year, it's coming to a close. During desperate times, RIM hitched its creative wagon to Alicia Keys, bestowing upon her the role of Global Creative Director. Pundits were quick to point out that Keys frequently used an iPhone, and questioned her ability to truly make a dent in the company's sagging sales and mind share. As things have played it, it appears that those who worried did so justifiably: Keys is being relieved of her duties at the end of the month, and one has to wonder how much longer BlackBerry
will be around to regret it.
Complicating things further is this: a few months ago, it was revealed that Justin Bieber made an offer to be a spokesperson for the company for the paltry sum of $200,000. Something tells us Justin, a Canadian (and a popular one at that), could've done a slightly superior job of attracting eyes to a faltering company.
You don't have to do a lot of background research to realize that the partnership didn't amount to much. BlackBerry 10 was met with indifference from the market, and Keys never did do a lot in the public eye to improve the position of BlackBerry as a whole. Of course, Keys is an easy scapegoat, but the truth is that BlackBerry's troubles are far deeper than the inability of a celebrity to turn things around.