BlackBerry likely comeback


The Canadian-based company BlackBerry announced it would soon launch its first-ever Android smartphone, the BlackBerry Priv.

The word Priv is short for privacy, according to BlackBerry CEO John Chen.

The phone’s name revolves around its built-in security app. This means there is no need to download and install pricey security apps from the Google Play Store.

Personally, I believe this can be a major selling point to boost BlackBerry’s sales but most importantly to improve perceived customer value.

When BlackBerry began entering its declining stage in the product life cycle I didn’t think a comeback was possible. BlackBerry has been silent for some time and is now trying to rebuild its once dominating image.

BlackBerry is trying to compete with the rival tech giants Apple and Samsung. Apple and Samsung currently claim up to 66 percent of the smartphone market.

A lot of students have become glued to their phones, myself included, but I wonder if a new Android phone will increase BlackBerry’s low sales.

As a previous owner of an Android phone, I can say that Android has definitely upped its game in comparison to the iPhone.

However, Apple only has one model, the iPhone, which only has a few variations in its product line.

In contrast, Android has over 15 models to choose from. The choices are overwhelming and the differences are not substantial, especially when the average smartphone becomes obsolete in six months or less.

If the BlackBerry Priv flops, it’s going to be difficult to bounce back after years of decline, mediocre hardware, software, and near collapse.

BlackBerry usually have a physical QWERTY keyboard.    The Blackberry Priv is a smartphone that combines a sliding keyboard with a touchscreen. This is how they plan to position themselves in a market where the touchscreen is dominant.

Earlier in October, BlackBerry announced some of their phone’s additional specs.

The Priv also has a curved screen, much like Samsung’s Galaxy S6 Edge.  However, despite this similarity, the Priv is an Android touchscreen phone that’s unmistakably a BlackBerry.

Although BlackBerry only announced a few of the phone’s new specs, I doubt it will make a big difference in a market where less than 33 percent market share is available.