BlackBerry's Leap Smartphone Ditches Keyboard to Attract New Users

By Todd R. Weiss  |  Posted 2015-03-23

BlackBerry mobile devices are famous for their distinctive clickable keyboards, but the company's latest smartphone, the Leap, breaks from tradition by moving to a touch screen in hopes of attracting younger mobile professionals to the brand. Introduced in early March, the Leap ditches the traditional BlackBerry physical keypad for a touch screen to put it in closer competition with the Apple iPhone 6, the Samsung Galaxy S6 and other new smartphones. BlackBerry has also priced the Leap at $275 retail, which is about half the cost of premium smartphones like the iPhone 6 and Galaxy S6. The Leap, which will be available starting in April, may have a different kind of keyboard, but it still includes the enterprise security and management tools and features that BlackBerry customers have come to expect, such as support for encryption; built-in malware protection; and backup, wipe and restore capabilities. Also included are key BlackBerry applications such as BlackBerry Blend, which allows users to get messages and content from their smartphone to their computers and tablets.


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