BlackBerry Returns to Roots With Launch of ‘Primary’ Smartphone

BlackBerry is returning to its roots with a model new phone that accommodates a standard keyboard at a time when rival Apple and Android telephones — and most smartphone shoppers — have embraced contact screens. With the Primary, BlackBerry is courting its core purchaser, the enterprise shopper. The bodily keyboard is one factor typical BlackBerry clients favor because of they uncover it easier than contact screens to type with. The company can be emphasizing battery life and security. "Numerous individuals say the Primary is aiming for loyal shoppers. And that is true," CEO John Chen said on the gadget’s launch event, tellingly held in New York Metropolis’s Financial District. Nevertheless he moreover invited people who haven’t used a BlackBerry "notably individuals who discover themselves youthful," to aim the BlackBerry Primary.

Pioneered in 1999 with the launch of the RIM 950, BlackBerry modified the custom by allowing on-the-go enterprise people to entry e-mail wirelessly. Then obtained right here a model new period of competing smartphones, and abruptly the BlackBerry appeared historic. Apple confirmed that telephones can cope with excess of e-mail and phone calls. Blackberry was late in overhauling its working system to compete. BlackBerry now holds a small fraction of the U.S. smartphone market after commanding an virtually 50 % share as simply recently as 2009.

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— The Associated Press
First revealed December 17 2014, three:fifty seven PM