What Are BlackBerry's Options From Here?

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Sept. 20 (Bloomberg) -- Bloomberg's Jon Erlichman reports on BlackBerry's decision to cut jobs. He speaks on Bloomberg Television's "Bloomberg West." (Source: Bloomberg)

You have interviewed thorsten heins a number of times.

This is kind of a sad story.

It is never fun when you lose your job.

A lot of people are losing their jobs.

Part of the company story goes, we are back to where we were last year.

Before blackberry had unveiled these too much hope for, hope to be successful devices.

The z10 and q10 which has the old-fashioned keyboard.

People were watching blackberry round up to the launch around this time last year.

Some the early reviews were moderately encouraging.

Some of the early numbers were encouraging.

It is very clear based on this announcement from the company that sells are absolutely nowhere near where the company had hoped they would be.

You have to wonder if things moved a little bit faster in terms of the -- because of the company being up for sale.

Some of the critics have quickly pointed out that the company gotten through the launch of these devices and then started talking about the fact it was looking at all of his options will stop people were sharing stories if you are potential customer and you hear this company could be sold, do you want to sign up for a two-year contract?

We do not know the exact story.

There are pieces of the pile about where this -- about why the phils are not doing good.

-- pie of why sales are not going good.

What now?

Three options.

They find a buyer and they are aggressively seeing if that is an option.

Another option would be for them to go down the road that dell has gone down and go private.

Whether they do that in conjunction with one of their large investors has been a lot of talk about potentially finding some major investors in canada that would help to make it happen.

That is a wildcard.

The third option would be to just ride it out, roll the dice as a company that has a few billion dollars in cash.

If you burn through the cash quickly tom a if you are not able to move product and really the key financial highlight of today was they would try to reduce their expenses by 50% by the first quarter of 2015 oh stop cut, cut, cut so if your product is not moving, you have breathing room.

The options are not that encouraging.

Jon erlichman and our l.a. bureau.

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