{"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