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BlackBerry fires its creative director Alicia Keys

New Delhi: Canadian handset maker BlackBerry has ended its ties with singer Alicia Keys after a year-long collaboration. The Waterloo, Ont.,-based company says Keys will be leaving her role as its global creative director on
India TV News Desk January 03, 2014 11:57 IST
India TV News Desk
New Delhi: Canadian handset maker BlackBerry has ended its ties with singer Alicia Keys after a year-long collaboration. The Waterloo, Ont.,-based company says Keys will be leaving her role as its global creative director on January 30.

It seems like Keys didn't have any perceptible influence on BlackBerry's product or marketing offerings. She appeared at a few events.

This may also come as a relief to Keys herself because it's not good for your image to be associated with a struggling concern. Further, soon after the partnership began, a message was posted on Keys' Twitter account from an iPhone, bringing her BlackBerry loyalty into question on social media.  

In recent months, BlackBerry has undergone major changes supervised by new leader John Chen who hopes to turn around the company's struggling operations.
His goal is to focus primarily on BlackBerry's loyal enterprise business users rather than chase a fickle consumer base that has largely turned to iPhones and mobile devices using the Android operating system.

Recently, BlackBerry has undergone several changes supervised by new leader John Chen who hopes to turn around the company's struggling operations. His main objective is to bring BlackBerry's loyal enterprise business users back to its fold rather than chasing a fickle consumer base that has largely turned to iPhones and mobile devices using the Android operating system.