BlackBerry is set to launch the Middle East’s first BlackBerry Retail Concept Store in the UAE, Emirates 24/7 reported. It will be located on level two of the Dubai Mall, close to the Dubai Metro Link. It will enable customers to see the latest models in live demonsrations, as well as to register in advance for forthcoming smartphones. For the first time in the Middle East, UAE-based users and Dubai Mall visitors can have a personalised BlackBerry-branded service that will reflect the priority and importance given to the region by the global smartphone brand. It will provide an in-store maintenance and repair service hub, offering free software upgrades, data back-up and transfer services, product set-up, service collection and warranty verification, as well as the first one-hour repair or replace service in the Middle East.