Yesterday, we reported that today BlackBerry would open its first official BlackBerry-branded retail store in the Middle East. The 1,000+ square foot store, located in the world-famous Dubai Mall in the United Arab Emirates (UAE), which is operated in partnership with Axiom Telecom.

The Dubai Mall attracts approximately 37 million visitors from around the world each year, which BlackBerry hopes will bring the BlackBerry experience to an even bigger local and global audience.

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“As one of the leading smartphone brands in the Middle East, our customers are our number one priority and along with our partners, we are always seeking ways to provide them with the optimal BlackBerry experience. Following the very successful launch of BlackBerry 10 in the Middle East, we are building on this by strengthening our partnership with Axiom and opening this new BlackBerry-branded retail store, bringing our premium BlackBerry 10 experience to customers in a premium location,” said, Robert Bose, Regional Managing Director for Europe, Middle East and Africa at BlackBerry.

Faisal Al Bannai, CEO of BlackBerry retail and distribution partner Axiom Telecom, said: “BlackBerry’s new flagship store is a milestone moment for cutting-edge mobility retail in the region. Fuelled by the on-going success of BlackBerry 10, the brand is stronger and more desirable than ever in the Middle East, and we expect a strong response from consumers.”

Audience at the opening of the first BlackBerry Retail Store in the Middle East

Located on level two of the world’s largest mall, near the Dubai Metro Link and Bloomingdale’s department store, the BlackBerry Store is designed to provide customers with a first-class, authentic BlackBerry shopping experience. Through Axiom, the store will also offer services such as free software upgrades, data back-up and transfer solutions, product set-up, service collection and warranty verification, as well as service and repair logistics.

A team of fully-trained staff will be on hand to provide expert advice and assist customers in the store. All BlackBerry smartphones available for purchase in the store will be genuine, with the authentic seal on the product box, and will be set-up for customers for free.

Robert Bose, Regional MD, EMEA - BlackBerry, Kristian Tear, Global COO - BlackBerry and Roger Enright, Director Product Management - EMEA, BlackBerry with the new BlackBerry Q5

The BlackBerry Store will also provide pre-registration for the new BlackBerry Q5 smartphone, which brings the BlackBerry 10 experience to customers who want to have the best tools to explore, create and share, at a more affordable price. Every feature and every part of the BlackBerry Q5 smartphone has been built to flow and move with the customer to help them keep moving. With the introduction of the BlackBerry Q5 smartphone, BlackBerry will bring the new BlackBerry 10 platform to more people than ever before.

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“We have a proud legacy of bringing the latest BlackBerry smartphones to the Middle East, including the BlackBerry Z10, BlackBerry Q10 and now the BlackBerry Q5 smartphone. Together with our partners we will continue to move forward and build locally relevant experiences for our customers in the Middle East,” added Mr. Bose.