Classic BlackBerry Ltd (BBRY) to Bring Back Past Success

BlackBerry Ltd (NASDAQ:BBRY) the once coveted smartphone that symbolized executive ‘edginess’ appears to be on the edge of revival, if pre-order ‘sold out’ of its latest device is any indication. The once uber cool device, appears to be playing catch-up as the Canadian phone maker charters new market strategies under CEO John Chen. His personal touch with employees has definitely begun to bear fruit.

As much in the news for its defining secure features, as its QWERTY keypad and navigation keys and doubling as a ‘fashion’ accessory, BlackBerry Ltd, latest phone model is the ‘Classic.’

Strategy: For Corporate User

The latest model to reach the markets is aimed at reviving the previous level of users- the corporate. It will be launched simultaneously globally on Dec 17. The Ontario-based company will release the smartphone in New York for the US markets, Singapore for the Far East market segment and in Frankfurt for the European markets.

Special features

Classic is modeled around the familiar Blackberry style factors and will sport a track pad, row of navigation keys and the QWERTY keypad.

Considering the successful market curve for the previous model, the Passport, the Classic too is expected to be a hit.

Chen pragmatic approach to retain the classic Blackberry features, but loading it with newer features which will delight loyal users appears to be success, a year from when he took over the corporate reins of the beleaguered company.

The focus is software, enterprise clientele, which are the important secure services that have differentiated the company from its peers.

As pre-order sale of the Classic sells out in North America, the $449 priced smartphone will re-stock in first half of January 2015, according to Blackberry’s online store.
However, the stores stock appears to be listed in other global regions, such as France, Germany and UK.