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The release of a familiar handset could help BlackBerry improve its market share but might not win back all of the enterprise customers the phone maker lost to Apple and Android, according to IBRS analyst Guy Cranswick.

The handset maker formerly known as Research In Motion today launched the BlackBerry Classic in Australia through Telstra. While running the BlackBerry 10 OS, the device will look very familiar to business people who used to rely on BlackBerry and its QWERTY physical keyboard in its heyday.

BlackBerry has heralded the return to the familiar.

“The BlackBerry Classic is the powerful communication tool that many of our previous BlackBerry Bold and Curve users have been waiting for – a secure device that feels familiar in your hands, but with the added performance and agility for optimal productivity when you’re on the move,” said Matthew Ball, BlackBerry Australia managing director.

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