BlackBerry is doubling-down on efforts to become relevant again after what would be labeled as a semi-successful launch and opening act for the BlackBerry Classic and Passport. Since the launch the devices have been available through the BlackBerry website, but now, the device will be going on sale in AT&T stores on February 20th. The move is a strong one that definitely sends the message to the rest of the smartphone space that BlackBerry is not going anywhere. While many projected that this round of releases would be a failure, which has clearly not come to fruition.
It should be noted that this is not to say that BlackBerry is putting up Apple iPhone numbers, but to their merit, they’re clearly delivering something that consumers want – as AT&T would probably not pick them up at this stage of the game – unless there was a significant demand for them within the AT&T store. As far as pricing goes it will be fairly simple. The BlackBerry Classic will cost just $49.99 with a two-year contract, while the Passport will cost $199 with a two-year contract. As far as non-contract editions of the phone are concerned the Passport will cost $649 outright, while the Classic will cost $419 to own outright.
It’s an interesting device that has registered a lot of support. Especially between those who have worked with AT&T in the past and have a business mindset. Jeff Bradley, the Senior Vice President of Device Marketing and Developer Services at AT&T called the BlackBerry Passport “ideal for the mobile professional who wants an innovative wireless device focused on security and productivity.”
Perhaps one of the biggest draws to these devices is the fact that they both boast incredible batteries that are said to hold up incredibly well in the long run. Not only that, but the renewed focus of the business professional, and that type of customer – the enterprise customer – again having their own smartphone back. While Android and iOS have taken over the public market – that does not mean that they are the only players in the market. It isn’t just the nostalgia that BlackBerry is bringing to the table. Instead it is the actual premise of what the company is bringing into the tech world.