BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) users in Britain can get the new device released by the Canadian smartphone maker from one more supplier. Brits can now get the Classic on contract or unlocked and SIM-free from Carphone Warehouse with a price starting at £14.50 (approx. $22) a month on a two-year plan.
Easy payment options
Except for three carriers, Carphone Warehouse is offering Classic on contract with almost all of the U.K.’s major carriers. With an upfront fee, the new device can be acquired for just £14.50 a month, and without an upfront fee, the device could cost starting £26.50 (approx. $40) a month.
Unlocked and SIM-free version of the device can be obtained from Carphone Warehouse at £329.99 (approx. £499). Though the pricing is decent enough for the new smartphones, but the fact that the specs are similar to the two-year old BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) Q10, makes it a bit unattractive.
The Canadian firm has a set of customers, who are ardent BlackBerry fans, and haven’t migrated to other devices over the years even though the company was on a decline in the handset business. The company has worked really hard on bringing the best of new features along with the feel of the old Classic that had drawn many customers. The device is powered by BB10, and has a physical keyboard, track-pad and menu buttons. All this is similar to the Bold 9900, which was one of the best-selling smartphones from the company.
Should BlackBerry sell its device business?
BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) hopes that the Classic would encourage the users of old BlackBerry devices such as the Bold and the other Blackberry 7 OS handsets to finally upgrade. The device has been priced moderately to make it affordable and lucrative for potential buyers.
At a time when BlackBerry is coming out with new devices, a recent report from UBS notes that the BlackBerry’s devices business is the least interesting part of company’s story, and therefore the company should sell it off. For going back to track of success the company should make a transition to software away from devices. UBS analysts have maintained Neutral rating on the Canadian firm with a price target of $10.