Blackberry may not have bounced back as it would have expected with its Blackberry 10 OS, however the company is surely trying hard to get back into the game using different strategies.
The company’s BB10OS phones haven’t really kicked off mainly due to the sheer number of other Android and iOS alternatives available in the market. So, the company is trying something different this time by releasing a phone with Porsche Design called the P9983.
This would be the third such smartphone from Blackberry in collaboration with Porsche Designs. So, the company isn’t new to premium luxury phones. However, it’s more desperate than ever and needs this phone to kick off among the elite.
For this the company launched the device in Dubai first, followed by London and Hong Kong. These three are well known markets for luxury brands and the company is hoping to generate some excitement among business class users in these markets.
Some may call this a bold move given that the Ontario based company isn’t doing so well, but it’s not surprising given that Blackberry has always tried to attract enterprise customers. Its Blackberry Messenger was a hit among these customers and this launch too tries to attract the elite business class.
The device comes with superior quality materials and features not seen in regular smartphones. The keys look like glass made with rigid synthetic material and the silver fonts have a special 3D effect. The camera glass is made of high quality Sapphire and the Porsche Design logo and the chassis are made from stainless steel.
From the hardware point of view too, the device is quite capable. The P’9983 comes with 1.5Ghz Qualcomm Snapdragon S4 processor along with 2GB RAM. You have a 3.1 inch touch screen with 720 x 720 resolution and a full QWERTY keyboard at the bottom. For storage you have 64GB internal memory which can be expanded up to 128GB using a MicroSD card. There’s 2100 mAh battery onboard which gives you talk time of around 14 hours.
There’s an 8MP rear camera along with a 2MP front facing one. P’9983 users also get a special Blackberry Porsche Design range pin which starts with 2AA to set them apart from the rest.
Although Blackberry has not yet revealed its pricing, most potential smartphone users won’t be able to afford this device and the company knows this quite well. But with this launch Blackberry could be trying to develop its brand in the luxury market where things are not as crowded as the regular market.
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