{"id":75043,"date":"2014-12-18T08:08:36","date_gmt":"2014-12-18T08:08:36","guid":{"rendered":"http:\/\/4cd.e16.myftpupload.com\/?p=75043"},"modified":"2014-12-18T08:08:36","modified_gmt":"2014-12-18T08:08:36","slug":"new-blackberry-back-roots","status":"publish","type":"post","link":"https:\/\/citifmonline.com\/2014\/12\/new-blackberry-back-roots\/","title":{"rendered":"New Blackberry ‘back to its roots’"},"content":{"rendered":"

Blackberry has launched what it calls a “no-nonsense” smartphone, the Blackberry Classic.<\/p>\n

The device has a full “Qwerty” keyboard, resembling the design which made Blackberry a market leader before it was overtaken by competitors.<\/p>\n

Analysts said the firm was going “back to its roots” in order to appeal to business customers.<\/p>\n

But some warned that while this tactic would help retain business, it might not attract new users.<\/p>\n

“This is more about avoiding more people leaving than necessarily winning many over,” said Carolina Milanesi, an analyst for Kantar Worldpanel.<\/p>\n

“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.”<\/p>\n

Challenging year<\/span><\/strong><\/p>\n

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.<\/p>\n

Blackberry has had a challenging year, albeit one showing at least some positive signs for the company formerly known as Research in Motion.<\/p>\n

News in March of annual losses of $5.9bn (\u00a33.5bn) highlighted the company’s slip from being a major smartphone player.<\/p>\n

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 (\u00a314m) for the three months to the end of March 2014.<\/p>\n

More recently, the company impressed technology enthusiasts with the Blackberry Passport, a distinctive smartphone which, like the Classic, made use of a physical keyboard.<\/p>\n

\"Blackberry<\/div>\n
<\/div>\n
The Blackberry Passport’s distinctive design proved popular<\/div>\n

“Knowing your strengths and recognising your weaknesses could be Blackberry’s way back from the brink,” said Rob Kerr, mobiles expert at Uswitch.com.<\/p>\n

“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.<\/p>\n

“Keyboard phones were always its strong point and this true return to form hails back to Blackberry’s glory days.<\/p>\n

“Although this handset is unlikely to capture the once strong youth market, businesses might once again come back to the fold.”<\/p>\n

Blackberry’s executive chairman, John Chen, said the Classic was built after gathering feedback from “dedicated” users.<\/p>\n

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.”<\/p>\n

 <\/p>\n

Source: BBC<\/p>\n","protected":false},"excerpt":{"rendered":"

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