BlackBerry launches the Classic

AlexandraBlackBerry Classic

 

Today, Blackberry finally launched the smartphone CEO John Chen has been talking about for a while: The BlackBerry Classic. With a full QWERTY keyboard, physical navigation keys and a nearly indistinguishable design from the popular BlackBerry bold, BlackBerry hopes the device will appeal to traditional customers looking for the signature BlackBerry experience.

The business phone you trust with the power you could never imagine.

 

A New Classic

The Classic is designed to look like a new-and-improved version of the well-loved BlackBerry Bold, the company’s best-selling device and most iconic device. The Classic has a square 720 x 720 pixel, 3.5-inch touchscreen on top of the signature QWERTY keyboard with navigation keys. The screen is 60% larger than the original Bold, but much smaller than the average smartphone’s display. The battery is said to last up to 22 hours, but with an 8-megapixel camera, the Classic lags behind the market average of 13 pixels of other flagships.

The Classic runs the BlackBerry 10 OS, which offers productivity tools like the Hub, Assistant and Blend and has an internet browser that runs 3x times faster than previous versions. Besides the suite of productivity and enterprise apps, also Android apps which can be downloaded through the Amazon Store, run on the Classic.

The new phone is, after the BlackBerry Passport, the company’s second phone to be launched this fall by CEO John Chen. The Classic is the latest step in Mr. Chen’s plan to turn around the company by innovating with great software features that simply lives while also using high-quality materials and similar design choices to their older products. Since Chen took over the job last November, he has repositioned the company to focus on software, services and enterprise clients.

The Future

Only time will tell if Blackberry’s latest releases like the Classic and the Passport will help the company to save its business. According to the Financial Post, BlackBerry aims to double its software revenue to $500 million and generate $100 million in revenue from its BlackBerry Messenger (BBM) by the next fiscal year. However, it needs revenue from its devices, to provide short-term profits to get through the transition period. In order to be profitable on hardware, BlackBerry needs to sell 10 million phones annually.