Struggling tech company looking to establish a stronger foothold in emerging markets.
FORTUNE — With the U.S. consumer clearly having left the “Crackberry” days behind, BlackBerry BBRY is looking to establish a stronger foothold in emerging markets, starting in Indonesia, according to reports.
The embattled Canadian company announced the new low-cost BlackBerry Z3 at an event in Jakarta Tuesday. The New York Times reported that it was a flashy affair, with hop-hop dancing and, of course, a laser light show.
The firm hasn’t had much to dance about lately, with the one-time cell phone king’s market share having dipped to just 3.1% in the U.S., according to data released earlier this year.
The new low-cost touchscreen phone was designed especially for Indonesia, one of BlackBerry’s largest markets globally. It will sell for the equivalent of $190. BlackBerry plans to release it in other Asian countries as well, and plans to sell “millions” of units, according to the Times story.
The phone includes a halal food directory — a useful feature in a majority Muslim country like Indonesia.