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The Spokesman-Review Newspaper
Spokane, Washington  Est. May 19, 1883

BlackBerry launches Classic in new quest for relevance

Associated Press

BlackBerry is returning to its roots with a new phone that features a traditional keyboard at a time when rival Apple and Android phones — and most smartphone customers — have embraced touch screens.

With the Classic, BlackBerry is courting its core customer, the business user. The physical keyboard is something traditional BlackBerry users prefer because they find it easier than touch screens to type with. The company is also emphasizing battery life and security.

“A lot of people say the Classic is aiming for loyal customers. And that is true,” CEO John Chen said at the gadget’s launch event in New York City’s Financial District. But he also invited people who haven’t used a BlackBerry, “especially people who are young,” to try the Classic.

Pioneered in 1999 with the launch of the RIM 950, BlackBerry changed the culture by allowing users to access email wirelessly. Then came a new generation of competing smartphones, and the BlackBerry looked ancient.

BlackBerry now holds a small fraction of the U.S. smartphone market after commanding a nearly 50 percent share as recently as 2009.