Blackberry has
launched what it calls a "no-nonsense" smartphone, the Blackberry
Classic. The device has a full "Qwerty"
keyboard, resembling the design which made Blackberry a market leader before it
was overtaken by competitors. Continue..
Analysts said the firm
was going "back to its roots" in order to appeal to business customers.
But some warned that
while this tactic would help retain business, it might not attract new users.
"This is more
about avoiding more people leaving than necessarily winning many over,"
said Carolina Milanesi, an analyst for Kantar Worldpanel.
"I have a hard
time thinking that people who grew up on touch[screens] will see this as an
exciting 'retro' trend and embrace it."
Challenging
year
The Classic has an
eight-megapixel camera on its reverse and, as well as the physical keyboard,
the device can be controlled via its 3.5-inch touchscreen.
Blackberry has had a
challenging year, albeit one showing at least some positive signs for the
company formerly known as Research in Motion.
News in March of
annual losses of $5.9bn (£3.5bn) highlighted the company's slip from being a
major smartphone player.
However, after
significant cost-cutting, and with higher profit margins, the company was able
to overcome a drop in revenues to post a profit of $23m (£14m) for the three
months to the end of March 2014.
More recently, the
company impressed technology enthusiasts with the Blackberry Passport, a
distinctive smartphone which, like the Classic, made use of a physical
keyboard.
"Knowing your strengths
and recognising your weaknesses could be Blackberry's way back from the
brink," said Rob Kerr, mobiles expert at Uswitch.com.
"Like
its Passport phone, the mobile maker has gone back to its roots with the
Classic - furnishing it with the physical keyboard that so many appreciate in
the touchscreen era.
"Keyboard
phones were always its strong point and this true return to form hails back to
Blackberry's glory days.
"Although
this handset is unlikely to capture the once strong youth market, businesses
might once again come back to the fold."
Blackberry's
executive chairman, John Chen, said the Classic was built after gathering
feedback from "dedicated" users.
He
added: "By bringing back the trusted functionalities, incorporating our
latest operating system and building a speedier browser, our users can feel
confident they are using the best communications tool out there."
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