BlackBerry, the Canadian telecommunications firm formerly known as Research in Motion (RIM), is set to distribute its new smartphone, Passport, in South Africa next month, it said on Wednesday.
The exclusively-created Passport is the fourth piece of equipment that the firm has launched in South Africa to operate its BlackBerry 10 smartphones.
Passport, which was launched in other markets a couple of weeks back, has been described as BlackBerry’s first major phone launch in nearly 24 months.
The smartphone is a 4.5-inch square-shaped device with large screen and apps meant for professionals as part of a bigger strategy to regain its traditional corporate and government business.
The Passport launch has highlighted BlackBerry’s plans to re-launch its reliability with investors and clients.
BlackBerry has struggle to make inroads in developed markets but was successful in emerging markets like South Africa and Indonesia.
It is understood that the Passport’s square display sets it apart from the more well-known rectangular screen. BlackBerry is hoping that the square Passport will enjoy popularity in South Africa.
In spite of the growth of Samsung in South Africa, expensive smartphones are battling to enjoy mass support, according to Fin24.
The BlackBerry Z10 still enjoys strong sales in South Africa based on figures from some retailers.