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Recent Headlines BlackBerry service restored after worst outage ever.CEO says "Sorry". Questions that are on our minds- - Is temporary service outage such a significant business concern that CEO of RIM had to say sorry. - Can you really have a BCM /BCP plan for manage such business disruptions. - What would you put as a business loss for such service outage, both for RIM and for another telecom company. We analyze the information with a business cycle context and a reputation / brand perception context. If this same service outage was caused by a smaller telecom company, it would not have been a big deal. After all, business continuity is a concern for all, but more so for larger well known companies. The reputation risk and reputation damage due to such business disruptions means a lot for larger well known firms. In terms of BCM/BCP for such annual, once a year outage, the company of the size of Blackberry should have adequate backup plans. Finally, business loss for Blackberry as part of this event is the going concern of the business. It could be as much as the value of the firm since. It might be the final nail in the coffin of RIM. Rest in Peace (RIP). But if the same event was to happen to other large telecom company, the loss would not be so huge. mainly because, if company is on the downhill, then such events aggravate the situation. if a company is enjoying good customer perception and reputation, such events are not so damaging.