BlackBerry Ltd (NASDAQ:BBRY) has not had much success in the smartphone arena over the past few years. The company has taken a huge hit, with its current market share nothing to write home about.
However, the company continues to forge ahead, looking for new ways to drum up business and get back in the game.
It appears that things are turning around, thanks in large part to an announcement from AT&T that it will begin selling the Passport and Classic in retail stores and online beginning February 20th.
Jeff Bradley, SVP, Device Marketing and Developer Services at AT&T, noted the following regarding the BlackBerry Ltd (NASDAQ:BBRY) Passport:
“The BlackBerry Passport is ideal for the mobile professional who wants an innovative wireless device focused on security and productivity. Available first in the U.S. on the AT&T network, customers will benefit from the uniquely designed Passport’s enhanced features, including a wider screen, 32GB of storage, and a 3450 mAh battery.”
Not just a Win for BlackBerry
There is no doubt that BlackBerry is excited about this partnership with AT&T. This gives the company a huge venue for pushing its devices to the public. But guess what? The wireless carrier is going to benefit as well.
Anybody who is interested in one of these devices will be heading for their local AT&T store. As noted above by Bradley, the device is “available first in the U.S. on the AT&T network.”
The exclusivity of the BlackBerry Ltd (NASDAQ:BBRY) Passport to AT&T will bring some benefit to the wireless carrier. Just how much depends on whether or not the Passport continues to pick up sales momentum.
Final note: BlackBerry published a blog on this new relationship, complete with pricing information. Both these devices will be affordable, with the company saying:
“Mobile professionals will be able to get one of these devices for as little as $49.99 on contract – or even less.”
BlackBerry and AT&T have long been partners, with the carrier being the first to work with the mobile company in 1999.
The days of the BlackBerry Ltd (NASDAQ:BBRY) 950 are long gone, but more than 15 years later these companies are still working together.