Blackberry creatively blows it again
Steve’s breakdown: Blackberry really needs to get some creative mojo going. They tried that before when they brought in what’s-her-face who was caught on an iPhone. We think this time they need real market intelligence with strong marketing chops because this is ridiculous.
WATERLOO, Canada: BlackBerry will stop making its Classic smartphone, 18 months after launching it in an effort to entice users who prefer physical, rather than touch, keyboards.
The Classic was launched early last year, with a physical keyboard in the vein of its Bold predecessor and powered by the company’s own overhauled BlackBerry 10 operating system.
BlackBerry has since launched a phone powered by Alphabet Inc.’s Android software and plans several more, and BlackBerry Chief Executive John Chen last month expressed confidence the company’s trimmed-down handset business can turn a profit by a self-imposed September deadline.
The company will no longer manufacture the Classic as it updates its device lineup “to keep innovating and advancing our portfolio,” Ralph Pini, who joined BlackBerry in May as its new chief operating officer and devices head, said in a blog post on Tuesday.
The Waterloo, Ontario-based company, which has shifted focus from its once-dominant smartphones to the software that companies and governments need to manage their devices, also said on Tuesday it was on track to deliver an updated version of the BlackBerry 10 operating system next month.