Big apple (CNNMoney) – BlackBerry is on the mission to remain aggressive and relevant within the smartphone marketplace whilst it kills off its most legendary products.
The Canadian company unveiled its newest technique using a new Android handset Tuesday — DTEK50 — below per month immediately after it reported it could stop creating the BlackBerry Traditional.
The business is asking the system the earth’s most protected smartphone. The product, which is able to operate on Android six.0 Marshmallow cell software, comes with its built-in DTEK software program, which initial produced a physical appearance within the BlackBerry Priv smartphone previous yr. The computer software encrypts all info about the mobile phone, like images and video clips, provides consumers a means to regulate and check their applications for privateness threats.
Whilst the unit borrows its title from BlackBerry’s current Android application that displays buyers’ apps for privateness and stability applications, the fifty arises from a survey carried out through the organization which discovered only half of respondents believe smartphones are somewhat protected.
Over the area, the DTEK50 is often a comparatively normal, unimpressive-seeking smartphone having a 5.two-inch Display screen. It comes along with 16GB of memory, which may be expanded using a microSD card. The unit can also be It is the thinnest smartphone to date, coming in at a trim 0.3 inches — the same as the iPhone 6S Moreover.
Although the DTEK’s most important marketing level is its security features. In addition to encryption applications, it touts malware security baked right to the software program. Most importantly, the cellular phone will set up safety patches as soon as updates are offered.
DTEK50 will go on sale Tuesday at $299 and begin transport in early August.
BlackBerry launched its first Android cellular phone, the Prix, in November. Several years in the past, it would have been unthinkable for the corporation to offer a device that didn’t operate its possess working software. But cell behavior altered faster than BlackBerry tailored, so now It really is taking part in capture up.
Even though the Priv sold out at the start, the system hasn’t served Improve the organization’s overall cell phone income.
Using the new DTEK50, BlackBerry hopes to capitalize on the recognition on the Android platform with its manufacturer being a secure program and components maker.
BlackBerry CEO John Chen stated past previous year that the corporation has to sell five million smartphones by September to produce the business successful, or he may well consider offering up the hardware small business. He has given that revised this number right down to 3 million and when CNNMoney questioned Chen earlier this calendar year why BlackBerry is remaining in phone small business instead of concentrating exclusively on its stability computer software, he emphasized how the components element is a crucial Portion of its stability companies.
“I would like to give end-to-conclusion security alternatives for my clients whereby they want it and want it,” Chen stated at some time.
But Chen also admitted that the significant-finish smartphone sector is saturated, and you’ll find much fewer approaches gadgets is often distinguished from one another.
“We have been as guilty as any person else,” he said. “That is an industry concern.”