Back To The Basics For BlackBerry

Back To The Basics For BlackBerry

With new Android phones that are light on the pocket flourishing in the market, BlackBerry is going back to its ever popular QWERTY keyboard. The company will also launch Passport and Classic which are 2 of the new models to be introduced in India. Both models have a QWERTY keyboard as their USP.

"QWERTY has been one of our strong suits, keeping with the consumer trend and demand, we will continue to launch devices based on QWERTY. There remains a large portion of the user base that are loyal to the QWERTY experience,"Sameer Bhatia, Director for Distribution at BlackBerry India has been quoted as saying.

Apart from QWERTY keyboards, the distinctive BlackBerry Passport will now possess a 4.5 inch complete HD screen which is square shaped. It will also have a touch-enabled keyboard. Users can “navigate web pages, apps and e-mails by lightly brushing your fingers over the keys, which helps with things like scrolling and cursor placement." Another important feature is that he keyboard will support custom commands.

BlackBerry Classic will be known for their trackpad and function keys for the first time in BlackBerry 10 devices. This is the second device to benefit from the FoxConn collaboration and it is possible that affordability may be another USP of this BlackBerry model.

"We believe that our devices need to stay in step with the times while ensuring to provide die-hard BlackBerry users with the comfort of a keypad as well," Bhatia has been quoted as saying. BlackBerry is steering clear of a solely online approach to selling, unlike some of its counterparts. "We believe that both traditional retail formats outlets and online platforms are complementary strategies that brands need to harness to ensure complete consumer access and reach," Bhatia has been quoted as saying.

He has also added that "Recently with the launch of the new BlackBerry Z3 we partnered with both The Mobile Store and Flipkart to offer consumers an exciting pre-launch offer. The offer was very well received by the consumers, proving that both brick & mortar and online formats have become an integral part of a brand’s retail strategy."

“We believe that our devices need to stay in step with the times while ensuring to provide die-hard BlackBerry users with the comfort of a keypad as well,” Bhatia has also added. Bhatia has also indicated that it is essential to look at the OMNI channel presence and optimise as well as utilise both traditional and modern formats. “Recently with the launch of the new BlackBerry Z3 we partnered with both The Mobile Store and Flipkart to offer consumers an exciting pre-launch offer. The offer was very well received by the consumers, proving that both brick & mortar and online formats have become an integral part of a brand’s retail strategy” Bhatia also stressed.