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BlackBerry’s Attempt to Salvage its Market Begins with the Classic Launch

BlackBerry has brought back the past to secure its future. Yes, it’s a newish-old smartphone from the company – the Classic Q20, that’s hit the market recently.

Why newish-old? Well, because the model is, kind of, lingering on to the company’s yesteryears with a physical QWERTY keyboard and a look that reminds you a lot about those glorious days when cell phones resided more inside pant pockets than upon palms.

But, when every other mobile corporation is competing for bigger screens and bezel-free, thin designs (some of them even walking an extra mile ahead to provide swivel cameras and side displays), why on earth did BlackBerry jump onto such a kooky decision? Of course, CEO John Chen has an almost convincing answer to this, which defines ‘innovation’ in a whole new way, calling it an effort to not create something new, but to pick up the old and make it better.

So true, so true, Chen. Blabbers often happen when the times are just not right.
And, by the same token, if all the so-called significant achievements of BlackBerry are considered, this justification of an answer doesn’t seem much like a surprise. Remember Passport, the square-sized freaky phone? And P’9983, the unnecessarily extravagant and supposedly luxury device? The comeback of the QWERTY keyboard seems nothing when horrors of this standard are considered.

And then, isn’t the company always killing time, ever trying to expand its BBM podium everywhere or desperately convincing business clients to stay or even securing its real estate assets to finance the weird endeavors it plans? Sure, it is. And, what difference would one silly step make, anyway?

But, perhaps, Classic isn’t so bad, after all.
Currently, BlackBerry isn’t in a mood to make devices people demand for. It’s been so evident from its high jinks. But if we look back at the past, we’ll notice how the company had made a statement with feature models like the Bold and the Curve. Perhaps the Classic is a Promise Land that would hopefully portend the resurrection of the company’s renown.

This new launch isn’t just a forcibly packed box of apps and configurations. Chen describes it to have a bigger, sharper display and a longer app catalog. The trackpad has been restored, although we don’t know yet if it is going to have any positive impact on users.

An overview of the declining graph:
Once upon a time, BlackBerry was a household name and one of the leading cellphone sellers in a cut-throat competitive market. And then, iPhone and Android happened, throwing off the king from his throne. His kingdom was further crushed down by the monstrous troop of denizens – the touchscreen phone – Storm, the ridiculous tablet – Playbook, and the goddamned sliding touchscreen-keyboard hybrid, Torch.

In fact, BlackBerry could never be at par with Android and iOS. It could never recover from the setback. It did try out feeble attempts to resurface with a renovated QNX software and a green light given to smartphones. But, it always had to play catch up and never could make it to anything on time.

And, no matter how hard Chen tries convincing people about Classic Q20 and the company’s comeback with his new-found definition of ‘innovation,’ the equations will still remain imbalanced between the company and those who have already had the bitter pills in the past.

But, of course, BlackBerry can always count upon Kim Kardashian for this expected loyalty.


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