Vintage power: BlackBerry Classic hits UAE

Dubai: BlackBerry on Thursday announced that its throwback BlackBerry Classic smartphone will be hitting UAE shelves before the end of the year, bringing back the familiar look and feel that users have become so used to – with more powerful credentials.

Mike Al Mefleh at the Press briefing in Dubai on Thursday. — KT photo by Alvin R. Cabral

The Canadian firm is confident that this highly-anticipated “no-nonsense” handset is seen to appeal to consumers, especially long-time BlackBerry users and those who have long awaited the mobile phone maker’s return to producing the company’s most popular and most recognisable device form.

“If we go back to our heritage, when we introduced the Bold and Curve smartphones, it was a lot of success,” Mike Al Mefleh - BlackBerry senior director for product management and platform, software and services, told Khaleej Times before the briefing with select members of the media began.

“Basically, we’re giving users something they’re familiar with, but which is more powerful with high-tech features to ensure they continue to be productive and communicate effectively.”

While it retains the recognisable design, the BlackBerry Classic boasts of 60 per cent more screen size at 3.5 inches, 50 per cent longer battery life at up to 22 hours and the BlackBerry 10 Browser that is three times faster, among many other features.

It runs on the updated BlackBerry OS 10.3.1 and comes with BlackBerry Blend, which brings messaging and content that is on your BlackBerry device into a computer or tablet; BlackBerry Assistant, BlackBerry’s first digital assistant that can be used with text and voice commands, such as sending a message via BlackBerry Messenger; and the now-familiar, all-in-one conversation centre BlackBerry Hub.

In addition, users can get apps from BlackBerry World and the Amazon Appstore.

Chris Corsi - BlackBerry country manager for the UAE, said that while nothing has been decided upon, the price point being looked at is at Dh1,799. Both Al Mefleh and Corsi emphasised BlackBerry’s continuing commitment to security, which they say is “the main DNA” in creating devices for users.

“We’ve really used the DNA of BlackBerry in creating the BlackBerry Classic,” Corsi said.

Added Al Mefleh: “We’re committed to the devices and solutions business… [and] we want to give proper and very secure solutions to end-users and the enterprise alike.” On plans for the near future, Al Mefleh pointed out that while nothing is concrete, consumers can be assured that BlackBerry will indeed be coming out with more devices.

“We continue to evaluate and definitely we have great plans for next year… in due time you will know,” he said. As for BlackBerry’s performance in the Middle East, Al Mefleh says the region has continued to be a core market for the company, pointing out especially to the UAE and Saudi Arabia.

“We have been successful and are doing well in the Middle East,” he said. “We continue to attract customers, perform well… and people continue to adopt the BlackBerry solution as their key solution.”

— alvin@khaleejtimes.com