Ralph Pini, Chief Operating Officer and General Manager for Devices at Blackberry, posted today that Classic model is no longer going to be produced.
He states the following:
When I took on the role as the GM for Devices, I spoke about three critical elements for the success of our devices business. First was expanding choice for customers. Second was leveraging our unmatched experience and capabilities in security. Third was building on the BlackBerry pedigree.
When I read that Blackberry has stopped production of the Classic, I was not surprised. Not surprised for many reasons:
- All products have a production life, no matter what you think of, it has a EOL (end of life cycle). My 2010 Hyundai was built for the 2010 cycle and then they made modifications or revamped it for the next year. I could go on and on, but I won’t bore you with examples that you can come up for yourself.
- At my place of work, we are a Blackberry device organization. A lot of my colleagues were being upgraded from their Bold 9900s’s to either Classics or Leaps and mojority of them went with touch screens.
- Touch screens are the norm now. Except for a few of us diehard Blackberry fans who love their keyboards, everyone is using all touch. I personally prefer the BB Virtual Keyboard to any keyboard out there.
- The Classic – while it is a great device (my work device is a Classic) – many people who have their personal phone as an all touch device, don’t like having to learn how to use the physical keyboard. I also think that the Classic was made for customers that didn’t like the original change to BB10 devices and wanted what was old as new again. I was a Z10 customer on launch day because the change to the newest/best OS out there was a huge draw.
- Finally, it’s important to address what Blackberry is doing. They are focusing on multiplatform OSs and part of the going forward will mean some culling of the herd is necessary to allow growth and development. There are some loud voices out there that wish ill upon Blackberry and everything they do. I truly believe that the decision didn’t come easily but the future of the company is way more important than the past.
While I was driving today, there was a news piece that stated this was another blow to the company. I would love to see a day when one of two things happen:
- Every company that makes new products and drops older ones, gets slammed for everything wrong said company did and make their stock tank.
- News outlets report on Blackberry in a fair and respectful way that indicates the facts and doesn’t bash just for the sake of bashing.
Another important piece of the blog is that Blackberry 10.3.3 update is on schedule and will be released within the month and a second update next year.
Blog source is here.