BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) has just revealed its new Z3 handset, which fills an important gap in its current product lineup. The five-inch handset goes on sale May 15 only in Indonesia with a price tag of under $200. This is one of the first handsets released under new CEO John Chen. It’s also one of the first products from BlackBerry’s partnership with Foxconn Technology Co., Ltd (TPE:2354) (OTCMKTS:FXFCOF).
BlackBerry targets Indonesia
BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) once had a very loyal fan base in Indonesia, but many of those fans either turned away or stayed with the older BlackBerry 7 handsets. With the launch of the Z10, Q10 and Q5 handsets, BlackBerry alienated its core user base in emerging markets like Indonesia. Chen said in a statement posted on the company’s website that the “Z3, Jakarta Edition will extend the full capabilities of the BlackBerry 10 Operating System version 10.2.1 experience for a new generation of customers in Indonesia.
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BlackBerry Z3 features touch screen
Although BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) have continued to favor the company’s legacy devices with the QWERTY keyboard BlackBerry was known for, the Z3 features a touch screen. This could be a risky move, as many hardcore fans jilted the touch screen Z10 because they preferred one with a QWERTY keyboard. In the statement, however, BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) said the Z3 offers “the best Bahasa typing experience on a touchscreen.” The company is currently offering a limited edition model with an inscription reading “Jakarta” on the back of it. The Canadian company said it will be sold for a limited time to mark the launch of the first BlackBerry handset designed purely for the market in Indonesia.
BlackBerry Z3 offers exclusive content
BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) also said the exclusive model will offer exclusive content to Indonesian users. One of the features is “a special set of BBM Stickers.” Those stickers feature popular Indonesian characters like the Punakawan, a character created by Indonesian artist Susilo Saptoady. BlackBerry said the stickers are being offered free for a limited time. The company also said Z3 users can join local BBM channels to receive more updates from their favorite thought leaders, communities and brands. The handset can be purchased at all BlackBerry Lifestyle locations in Indonesian and also the company’s authorized partners, including PT. Teletama Artha Mandiri and PT. Mitra Telekomunikasi Selular.