Its diehard fans may already be playing air-guitar to the tune of AC/DC’s “Back In Black”, but BlackBerry’s comeback, if indeed it is in the midst of one, is not yet complete.
But there’s another sign that the once humiliated company is getting some of its swagger back.
After shuttering its BlackBerry branded stores in the U.S. last summer, the company recently opened one in a place where it has had a lot more success of late; Dubai.
The 1000 square foot store is located in The Dubai Mall, which is the largest in the world, by square footage.
The location is the first to take preorders for the upcoming BlackBerry Q5, a lower end device that runs the company’s new BlackBerry 10 operating system. The company hopes the device can build on it success in emerging markets, such as the UAE, Latin America and Southeast Asia, places that buffered BlackBerry sales when its brand value was falling in the U.S.
Investors will get a better look into the hard numbers around BlackBerry’s comeback Friday, when the company releases its Q1, 2014 results before market open.
Here’s a look at BlackBerry’s new store in Dubai.