httpv://www.youtube.com/watch?v=kAG39jKi0lI

For the makers of the device whose name became synonymous with messaging, it was a deeply embarrassing 36 hours.

Untold numbers of Blackberry users, first in Europe then in much of the rest of the world, found that their email either slowed or ground to a halt and the BBM service became unavailable.

Worse, the whole incident turned into a business school case study of how not to communicate with your customers - Blackberry simply failed to get its message out.