BlackBerry targets traditional customers with new smartphone

BlackBerry has gone back to the basics unveiling a new smartphone with the trademark Qwerty keyboard in a bid to reignite sales.

Although the new device, the ‘Classic’, is based on the Bold 9990, it features 60 per cent more screen space, 50 per cent more battery life and a browser that is three times faster.

The phone is targeted at the business customer after last year’s failed attempted to tap into the consumer market and brings to the forefront its physical keyboard. It also features a row of navigation keys to manipulate the device’s operating system and a trackpad to scroll through lists.

"BlackBerry Classic is the powerful communications tool that many BlackBerry Bold and Curve users have been waiting for," said John Chen, chief executive officer, in a statement.

“It’s the secure device that feels familiar in their hands, with the added performance and agility they need to be competitive in today’s busy world,” he said.

The BlackBerry is expected to go on sale worldwide in January 2015.

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