It was an important step for BlackBerry to add Android to their portfolio. Which distinguishes the Canadian phone maker from the rest, and the ailing company still has a chance of success?
Hey girl what’s your Ping ‘was so’ n eight years ago, one of the most heard sentences in the entertainment world. A huge group of people swore by a BlackBerry. Not only businessmen who chose the brand for the powerful protection up e-mails and messages, but also many young people who were addicted to BlackBerry Messenger and the physical keyboard of success model Bold.
Ping. Ping. Ping. Wherever you were, you could hear the distinctive sound of BlackBerry. Until BlackBerry disappeared from the streets
One egregious error
BlackBerry made one colossal mistake:. It company had no interest in touchscreens. The operating system and the apps were already optimized for a physical keyboard and small screen without touch control. If you still want to select something on the screen, which could do with a switch that controls the cursor. It worked, so why change it?
BlackBerry Eventually a kind of compromise: the Torch and Curve, both of whom possessed a touchscreen. One problem: BlackBerry adapted its software to barely there. The results were smartphones that fluctuated between the old familiar BlackBerry controls and the future of touch screens.
In the years since 2010 the company lost the battle for the smartphone drastic pace. It brought out in early 2013 BlackBerry 10, the first operating system optimized for touchscreens. It flopped. Not only because BlackBerry had little experience with control via a touchscreen, but because they were simply too late. There were hardly any apps and consumers used now Android or an iPhone, which at the time were far ahead of BlackBerry was 10.
Why choose Blackberry Android?
Because of the failure of BlackBerry 10 the Canadian company was forced to change its course. That’s painful, because BlackBerry 10 was announced as the savior of the company. Still, BlackBerry has the helm reasonably quickly reversed; two years after the release of the new operating system, the company launched its first Android smartphone. The BlackBerry Priv (2015) is typical of the new BlackBerry, no longer trying to infiltrate the mobile market with its own operating system, but adopts a like a manufacturer.
Android has gained momentum in the mobile market BlackBerry. With a market share of approximately 71 percent of the platform is the biggest player. With Android you logically also the most likely to sell a smartphone. By releasing an Android device BlackBerry is hoping to appeal to a new audience. There are still many people who would like to have a BlackBerry, but not with its own operating system. For that group come Priv and other future Android smartphones from BlackBerry when called.
In addition, BlackBerry continues to focus on offering services, from communications to security. Enterprise customers will find an Android smartphone from BlackBerry interesting, largely by adding the extra security that the company to the Priv. Among other Samsung has a similar process: product release and service trying to keep the user and, in some cases, to charge extra
How Blackberry stands
A smartphone make you successful, however, is more difficult than it seems. The mobile market is overcrowded and the choice is huge. What does BlackBerry to stand out from the rest? This can be divided into four categories, where the Canadian company has well thought about it.
1. Hardware
BlackBerry brings the first Android smartphone is no standard device. The Priv has a sliding physical keyboard that lets you type can operate next to a real cursor on the screen. With the physical keyboard BlackBerry hopes to break the lance for the old generation of BlackBerries, which have become so popular due to the physical keyboard.
There are still many who prefer a physical keyboard, which gives the company the option to the consumer: the old familiar BlackBerry way or the 5.4-inch touchscreen, like the Most are accustomed. And let’s be honest: the undersigned has never so quickly typing on a touchscreen like that time with the physical keyboard of his Bold
2.. Productivity
BlackBerry has many personal services ranging from the ever popular BlackBerry Messenger to its own hub. The latter comes from BlackBerry 10, where the Hub played an important role. BlackBerry Hub provides an overview for all your messages, e-mails to social media notifications.
In addition BlackBerry provides its own apps for the calendar, contacts and documents with you, and there is a special service that provides a universal search function in the system. With these services, BlackBerry is trying to boost user productivity, what they did with the first generations of BlackBerry phones.
3. Security
If there is one company known for its outstanding security, the BlackBerry. BlackBerry uses its own server infrastructure and focused since the beginning on all security services. So SecuSUITE, secure communication section of BlackBerry 10, approved for use by the US government
For Android provides BlackBerry BES12 to a platform that allows employers to protect their business communications and maintain. BES12 is compatible with Android, iOS, Windows Phone and BlackBerry 10, and offers a private cloud that includes e-mail, messaging and video calls are end-to-end encrypted. This BlackBerry delivers the so-called backend for a secure mobile environment; The structure behind secure apps and services that companies pay dearly for.
4. Corporate
BES12 we reach the audience that BlackBerry will always appeal: the business market. In recent years we have seen a huge growth of secure smartphones and services, ranging from the Black Phone to the end-to-end encryption of WhatsApp. Security and encryption are partly due to the revelations of Edward Snowden, increasingly important.
As BlackBerry smart in his smartphone plays optimization for businesses through the Bring Your Own Device (BYOD) principle. So BES12 supports both Android for Work as Samsung Knox, where BlackBerry is working closely with. Allows the Priv is suitable not only as consumers smartphone, but also as a business device
Blackberry Android. And the future
However, the success you will not easily come naturally. The mobile market is changing with the advent of sim-only subscriptions in a major price war, where Chinese manufacturers with their cheap smartphones at a rapid pace to take over the market. BlackBerry is not known for its attractive prices, and will be mainly from the combination of nostalgia (name and keyboard), and security (ranging from consumer services to BES12) must have.
BlackBerry still has one major lucrative industry: its patents. The patents BlackBerry range of standard features how a smartphone works predictions when typing and making a calendar appointment via a smartphone. The company has approximately 44,000 patents, which many manufacturers – from Apple to Samsung – pay to implement the technology in their products. By taking over the patent portfolio, a buyer would collect all the licensing fees.
But where BlackBerry particularly shines, its patents on digital security. Samsung could use these patents tremendously well for Knox, but also Apple or Google’s patents were useful for integration into their software. This BlackBerry is still a major asset on hand, should probably their last attempt to enter the smartphone market also fail.
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