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BlackBerry stands by strategy

Lauren Kate Rawlins
By Lauren Kate Rawlins, ITWeb digital and innovation contributor.
Johannesburg, 08 Jul 2016

BlackBerry's device strategy is based on a cross-platform model and it will continue to support its BlackBerry 10 platform, while expanding its device offering to include Android-based devices.

This statement was released in reaction to news earlier this week, when Reuters reported BlackBerry would stop producing its mid-range Classic model, in a move that raised doubts about the future of the smartphone manufacturer's money-losing handset business.

"Similar to many other device-makers, we are changing the line-up of smartphones as we innovate and advance our portfolio. And we are updating our smartphone line-up with state of the art devices," the company said.

BlackBerry recently released the PRIV, its first high-end device run entirely on the Android operating system.

The article detailed how an internal US Senate memo sent by IT staff and seen by Reuters on Tuesday said BlackBerry had told major US carriers Verizon Communications and AT&T that all BlackBerry devices running BlackBerry 10 had been discontinued.

The memo allegedly referenced other models as discontinued, which include the Passport, the Z10 and Z30 models.

BlackBerry said in response: "We have informed our US carriers that the manufacturing cycle of only our BlackBerry Classic will cease. However, we have informed our customers to check with their respective carrier for device availability or purchase Classic unlocked online. We continue to actively support sales of our BlackBerry 10 smartphones to customers in most markets.

"And for customers choosing our Android device as their next smartphone, there will be a seamless transition without any compromise to the security of their mobile platform or operations."

It added: "We are focused on software updates for BlackBerry 10, with version 10.3.3 scheduled for next month, and a second update to follow next year."

The company concluded by saying it wants to be truly cross-platform on its devices (which includes support for BB10, Android, iOS and Windows Phone).

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