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TCL Launches a New Smartphone Under the BlackBerry Banner With Android Software

By | November 16, 2017

The Chinese firm TCL Communications today launched a new device in the reduction of the BlackBerry brand, a slim $ 549 smartphone that runs on Google’s Android operating system and features the distinctive BlackBerry physical keyboard.


Last year TCL signed a brand license agreement with BlackBerry to use this
The name of the technology company for new smartphones, while the technology giant based in Toronto is refocusing its business on software instead of on devices.
At the Mobile World Congress in Barcelona, ​​TCL released BlackBerry KEYone cases, which will be available in April. They are the main functions that include:


  • A QWERTY keyboard with a fingerprint sensor built into the space bar. The keyboard also responds to the tactile gestures that mimic the old BlackBerry


  • Android 7, the latest version of Google’s Android operating system;
    • A 4.5-inch touch screen;
    • A pre-installed BlackBerry security software called DTEK;
    • A fast charge that allows a 50 percent charge in 36 minutes; Y
    • A 12 megapixel camera on the back and an 8 megapixel front camera that is directly opposite.


North American president Steve Cistulli of TCL told CNBC that the company intends to take this device to the company’s market, as part of a broader strategy to recover the hearts of consumers and Samsung’s challenging mobile giants and Apple.


“We can compete directly with Apple and Samsung in the business market,” Cistulli said in an interview on Saturday. “We will use this device, to break through the armor and it is our way of entering, once there is a way to have the inside you can share and hearts of people’s minds.”


BlackBerry was once one of the most dominant brands in the world of mobile phones, but it quickly fell off the heap shortly after Apple introduced the iPhone. The latter quickly took the imagination of gadget fans and devoured market share, leaving BlackBerry in the dust.


The Canadian company lost ground when Samsung also paved the way in the smartphone market, but tried to make a comeback, as the market share vanished in single digits. BlackBerry’s efforts include the release of new units such as the Leap and the PRIV powered by Android, which failed when smart phone users transmitted to iPhones and Galaxy devices.


After licensing the brand to TCL to create devices with the name of BlackBerry, BlackBerry has received more attention for the software. Meanwhile, TCL hopes to be able to use the BlackBerry brand that was once strong to recover consumers who have evolved since then.


The TCL executive has also shown that there will be more BlackBerry products in the consumer market.


But with Apple, Samsung and Huawei dominating the high-end smartphone market, analysts said it could be a difficult time for TCL’s BlackBerry devices.
“TCL expects the licensing of the BlackBerry brand to expand its reach in the market beyond the segment of consumers with a low margin (which are currently directed through the Alcatel brand) to the space with the company’s devices a margin superior “Ben Wood, head of research at CCS Inzicht, CNBC reported by email.
“However, the jury is aware of the relevance of the BlackBerry brand for that segment,” he added.

In recent years, the BlackBerry operating system has struggled to compete with Android and Apple’s iOS, which dominate the market. However, Cistulli said that this time is different and sets ambitious goals for TCL.


The executive said the company, which also manufactures Alcatel’s mobile phone brand, will be number three in North America by 2020 and the first in the world.

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