They would do well to look at how Apple climbed out of their hole in the 1990s. They too had the idea of letting people use their software and make their own hardware, it nearly killed them completely. Offering out your software doesn't work if people don't want it!
What did they do to get out of the mess? better hardware and design, build a decent brand and have good usable products. These are all things BlackBerry don't do that well, well except for the core hardware which is pretty solid (but then so was Nokia's).
People where I work have been given Blackberry phones and they've had all sorts of problems, there's just a huge amount of apathy and resentment towards them and what they stand for. Always contactable is just never going to sit well with people who keep work and life separated.