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April 2, 2013

BlackBerry to launch new low-end smartphones

The move would challenge existing smartphone price points

By CBR Staff Writer

BlackBerry is planning to introduce an array of new low-end smartphones, powered by its new BlackBerry 10 operating system, targeting mid- and lower-income markets in 2013.

Aimed at gaining a stronger position with devices for more than just business users, the new smartphones may feature keyboard and touch-screen models in each category.

BlackBerry chief executive Thorsten Heins was cited by The Canadian Press as saying that the company is building its portfolio in a bid to stay relevant.

"We will bring it out at the moment when we can expect the biggest market attention for these products," Heins said.

According to the news agency, Heins was skeptical of the idea regarding the sale of the company’s hardware business to become only a service provider.

"BlackBerry is an end-to-end solution," Heins said.

In addition the smartphone maker is also planning to open the BlackBerry Experience Centre at its headquarters in Waterloo, Ontario.

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BlackBerry posted 36% decline in its revenue to $2.7bn during the fourth quarter of fiscal 2013, compared to $4.2bn posted during the corresponding quarter last year.

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