In a bid to convince consumers and partners that they shouldn't abandon the Canadian smartphone manufacturer, BlacBerry Ltd had taken out full page ads in newspapers worldwide to send their message across. According to the ads from the Waterloo, Ontario based technology firm, "These are no doubt challenging time for us and we don't underestimate the situation or ignore the challenges. We are making difficult changes necessary to strengthen BlackBerry."

The ads attempt to directly communicate with BlackBerry customers, avoiding the intermediaries and distortion that come along side it. According to BlackBerry Chief Marketing Officer Frank Boulben, the firm wanted to reassure buyers that they can choose their smartphones with confidence because of the reassurance of the company's continued existence.

In an interview held just today, Boulben said, "The level of noise around the company is very high." The said ads would appear in nine countries throughout the world. This comes after a year of heavy decline for BlackBerry, with a record loss despite the introduction of its newest model, the Z10.