Blackberry returns to roots with classic smartphone

The Blackberry Classic on display after a press event for the launch in New York, New York, USA, 17 December 2014. Photo: EPA/ANDREW GOMBERT

NEW YORK - BlackBerry is returning to its roots with a new smartphone called the Classic, featuring a traditional keyboard at a time when rival Apple and Android phones - and most smartphone customers - have embraced touch screens.

BlackBerry is courting its core customer, the business user. The physical keyboard is something traditional BlackBerry users prefer because they find it easier to type on than the touch screen devices.

The company is also emphasising battery life and security as a way to set its phone apart from competitors.

Blackberry is trying to stay relevant on the hardware side of the business as it attempts to pivot toward becoming an enterprise security and consumer software company.

Whether the Classic will sell enough to keep it in the hardware business is unclear.


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