BlackBerry officially announced the budget-friendly BlackBerry Z3 Jakarta Edition smartphone on Tuesday. The device was discussed by BlackBerry when pre-orders for the original Z3 opened up, but now we have full details on the smartphone and BlackBerry’s goals for the device. BlackBerry said it built the Jakarta Edition specifically for Indonesia, where it hopes to expand its foothold in the smartphone market, particularly among new low-cost Android devices.
BlackBerry isn’t adding new hardware to attract local consumers, however, and is instead relying on custom software to help draw in new users, like custom BBM stickers created by local artists and local BBM channels. The device also has “Jakarta” inscribed on the back. Whether or not this strategy will work is an entirely different question, particularly with the introduction of even lower-cost but still admirable Android smartphones like the $129 Moto E.
The BlackBerry Z3 Jakarta Edition goes on sale on May 15 for IDR 2,199,000, or about $191.