BlackBerry Ltd (BBRY)’s Alicia Keys ‘global creative director’ Steps Down

BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB)’s global creative director Alicia Keys would leave the company just after one year of her appointment. The Grammy-winning singer-songwriter decided to step down from her position as BlackBerry is focusing more on organizations, large businesses and governments instead of consumer segment.

Alicia took part in many events

“BlackBerry and Alicia Keys have completed our year-long collaboration,” the company said in an emailed statement. “We have enjoyed the opportunity to work with such an incredibly talented and passionate individual.”

During her tenure at BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB), Alicia took part in its operations, attended several corporate events and worked on a four year scholarship program encouraging young women to consider science and technology fields.

BlackBerry struggling on all fronts

The Waterloo, Ontario based company hired Alicia Keys at the time, when new devices powered with BB10 were launched in the market. With the string of BB10 devices, BlackBerry aimed to regain its lost share in the smartphone market and stand to the level of global leaders like Apple Inc. (NASDAQ:AAPL) and devices using Google’s Inc Android platform. However, nothing of that sort happened and BB10 devices failed miserably, with billions of dollars in losses, forcing BlackBerry to cut down on prices.

Since then the Canadian company is struggling to regain its position, and the CEO, who hired keys, has also been ousted from the BlackBerry. Alicia keys tried to generate interest among customers by encouraging them to contribute the photographs in the collaborative project, which was later shown in the music videos of her tour.

BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) is not seeing any end to its troubles in the near end as recently the company pulled out its Twitter update due to some technical issues. Users complained about the bugs and crashes repeatedly, which compelled the smartphone maker to withdraw the update. In its statement, the troubled phone maker urged the users to reinstall the older version of Twitter instead of the latest one. This year BlackBerry also cancelled its Live conference, which was otherwise an important event for analysts and market watchers to get an insight into the latest technology of BlackBerry and the upcoming devices.