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Touting the upcoming new BlackBerry Classic handset, the company’s CEO John Chen made a plea to the BlackBerry faithful in an open letter published Wednesday. Knowing that many people loved the original BlackBerry keyboards and design, Chen’s note suggested that the Classic will take those attractive features and build upon them with the latest BlackBerry software and apps. The Classic, then, isn’t a simple rework of the old design; it will take customers forward:
Innovation is a word that gets used too often and carelessly. Innovation is not about blowing up what works to make something new – it’s about taking what works and making it better. In that sense, BlackBerry Classic represents the kind of innovation BlackBerry – and you – strive toward every day.
Chen announced the Classic back in February but the phone hasn’t launched yet. Instead, the company introduced the BlackBerry Passport, a more square design with high resolution touchscreen and both a software and hardware keyboard.
Chen’s appeal is about “earning your business – or earning it back, if that’s the case” with hopes of having long-time [company]BlackBerry[/company] customers consider — or reconsider — the company’s phones. If the Passport is a bit too different, perhaps an improved but familiar model could appeal. It’s a smart move as opposed to alienating prior happy customers who may not want that much of a change from their older BlackBerry.
BlackBerry launched an informational page for the new BlackBerry Classic and is taking names and email addresses for those interested in the new phone.