BlackBerry’s CEO attempts to create buzz for Classic smartphone

BlackBerry chief executive John Chen has written an open letter to the BlackBerry users. This is a attempt to create some buzz for the company’s new BlackBerry Classic device, which is set to debut later this year.

The Classic resembles a lot with company’s once popular Bold smartphone. The new phone will come with a complete top row of navigation keys and a trackpad.

ALSO READ: Kim Kardashian: loves BlackBerry Bold, uses iPhone for photos

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Chen said that the company has made some mistakes in the last few years saying: “It’s tempting in a rapidly changing, rapidly growing mobile market to change for the sake of change — to mimic what’s trendy and match the industry-standard, kitchen-sink approach of trying to be all things to all people.”

The letter from the chief executive came out just two days after Kim Kardashian confessed her “love” for BlackBerry devices, and confessing that she owns a cache of Bold devices.

ALSO READ: BlackBerry Passport priced at Rs 49,990 in India

Chen, who handled the proceedings at BlackBerry when the company was going down badly a year ago, has moved rapidly to get BlackBerry back on track.

He did it by selling some assets, partnering to make its manufacturing and supply chain more efficient, and raising cash via the sale of the company’s extensive real estate holdings in Waterloo, Ontario, where BlackBerry is headquatered.

BlackBerry also launched an square-screened smartphone, the BlackBerry Passport.

The Classic will have a bigger and sharper screen than its predecessor, the Bold, along with a much larger app catalog and a lot of other features.

“We are committed to earning your business — or earning it back, if that’s the case,” he said, promising the company would share more details about the Classic in coming weeks.

 

Pix courtesy: Businesswire.com

Vishal Kawadkar

editor@gizmolead.com

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