New (umpteenth) strategic shift in Blackberry? According to Reuters, the Canadian firm would have in his files a draft Android smartphone. The smartphone in question, the output would be scheduled for this fall, would combine a touchscreen and a sliding physical keyboard could resume some features of the BlackBerry OS 10.
On paper, the choice of Android may appear relevant given the popularity of this OS in the world (80% of handsets sold). Blackberry, whose market share in smartphones is now below 1% thanks to this choice could find a second wind, while maintaining its BB10 OS.
On the other side, this choice appears at odds with the strategy recently and clearly highlighted by the manufacturer. If the Canadian opened the door to the green robot supporting part via the Android App Shop Amazon to enhance the attractiveness of its own OS to the mass market, it does not intend to fight in the arena of mainstream smartphones.
“The safety and services are now at the heart of the business, we
do not stop smartphones but it is now an element of
catalog that comes to interface with the services, “explained recently we Médéric Leborgne, Director Presales Technical Manufacturer
And to clarify:.” The smartphone is seen as a tool
Productivity as a business notebook PC. We are the only ones
provide physical keyboard terminals, models still present
in 20% of farms in business. But it also offers all
Touch like Leap to be released in the coming weeks. It is positioned on the high end means “.
Despite the recent Android for Work, Android is however not perceived as the number one choice for productivity, B2B or security. But as always Reuters, getting out a
Android terminal for BlackBerry is a way to demonstrate the
robustness and versatility of its platform BES12 while abandoning its efforts on BB10 whose use is very marginal (despite its intrinsic qualities).
BES platform 12 is in the heart of the group’s strategy, she wants
the company’s mobile control tower to issues
Deployments (EMM), applications and security, all in one
approach now open to all OS, BYOD (even
if this trend is still marginal) and COPE (terminals
distributed by the company). “We rely on it to build
value-added services, “said the official.
The key to success here. If the EMM market is now ultra
competitive, BlackBerry intends to take its game with
opening would be illustrated, reinforced with the existence of the Android terminal. In still risk to muddy and diminish even more attractive for current and future terminals in BB10.
Unless Blackberry opts for Android fork to associate the features exclusive to BB10 (gestural , hub …). Nevertheless knows the limits of this choice: it is broken Nokia teeth with X family that Android associated with an ersatz Windows Phone. Nobody wins and certainly not professional users …
Finally, get into Android’s arms illustrate a kind of operation the last chance taken in an emergency. However, the Canadian is better, especially since he decided to ease off in smartphones to focus in services. After
having reduced its quarterly losses after quarters, the group
first off exceptional income in the fourth quarter last. It
reached $ 20 million against a loss of 148 million
. dollars a year earlier
Key figures: Mobile sales and smartphone
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