BlackBerry made it clear that however loyal Kim Kardashian may be to the brand, "celebrities aren't on board" with the upcoming plans of the company.
After reality TV star Kim Kardashian went on a mission to make sure the Blackberry phones doesn't go extinct by publicly sharing that she "hoards" phones from BlackBerry, calling her BlackBerry Bold that went off the shelves since 2011 as her "heart and soul," it would only sound proper that she be chosen to endorse the brand.
"People are horrified that I use a BlackBerry, but I'll never get rid of it-if you have to handle an email and you have to type fast, I need that board," the "Keeping Up With The Kardashians" star exclaimed.
During tech conference where Kardashian shared her obsession with BlackBerry, she was asked why she doesn't go to the company's headquarter at Waterloo as a spokesperson for the brand, she said, "I feel like I should. I'm going to make a call after this."
Kardashian's popularity may help the company turnaround, however, Blackberry CEO John Chen himself said at a APEC CEO tech summit in Beijing "I'm not bringing celebrities on board," after being asked about the 33-year old reality TV star seemingly endorsing the brand.
"It's not that it's a waste of money but a question of where you should spend the money today"
Chen stresses that what the company focuses on right now is investing in next generation technology. "We do that first," he said.
Kim Kardashian's popularity might help the still struggling brand to make a huge comeback, but BlackBerry isn't putting celebrity endorsement on the top of their list.
Currently the company draws its attentions on growth, security, privacy for business and government clients.
The company hasn't ruled out a return to the consumer market, but it's not in their plans as of the moment.
"I say, 'Never say never,'" Chen said.
"You might see us come back strong in the consumer side but a few things have to happen first. We have to make sure the base business is solid."
