FRANCHISE HERALD
Wednesday July 8, 2020

updated - July 8, 2020 Wednesday EDT

BlackBerry Stays True to Itself, Brings Back Keyboard Phones

Oct 29, 2014 11:43 PM EDT | By Staff Reporter
Tags
blackberry classic, BlackBerry Passport
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After failing to capture the touchscreen market, BlackBerry returns to its roots and launch the BlackBerry Classic phone.

An open letter from BlackBerry CEO John Chen wants the consumers to know that BlackBerry is still alive and kicking and ready to take back the phone market by storm, with its newest creation, the BlackBerry Classic.

The BlackBerry Classic pays homage to Blackberry's origins. It is a Foxconn-designed phone aimed at government and big business people and set to arrive by the end of the year.

BlackBerry only got less than 1 percent of the smartphone market, according to research firm IDC, and Chen is working to refocus its products on what BlackBerry has been known for-tangible keyboard to send e-mails on a jiff.

"BlackBerry Classic reflects that. It is classic BlackBerry-complete with a top row of navigation keys and a trackpad. It's the device that has always felt right in your hands and always felt right in your busy day," Chen wrote.

BlackBerry will have to face established operating systems like Apple's iPhones and Google's Android that business and government agencies seem to prefer.

"It's tempting in a rapidly changing, rapidly growing mobile market to change for the sake of change, to mimic what's trendy and match the industry-standard, kitchen sink approach of trying to be all things to all people."

"But there's also something to be said for the classic adage. If it ain't broke don't' fix it."

Chen is trying to lure in potential new buyers and lure back BlackBerry fans after faild attempts to re-establish itself in a market dominated by touch-screen phones.

The company is trying to woo back business customers who still crave the familiar BlacBerry feel and look

 "We are committed to earning your business-or earing it back, if that's the case," the CEO said.

Meanwhile, just recently, in September, BlackBerry also launched its BlackBerry Passport phone equipped with the familiar keyboard and sporting a rather odd square design.

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