The rising popularity of Apple, as well as smartphones that support Android Operating Systems, such as Samsung, caused BlackBerry’s reign over the mobile market to falter over the past few years.
However, BlackBerry has launched since May 2017 three new devices that support Android Operating System, in an attempt to regain a market share that it had previously lost to its competitors.
The latest is Blackberry Motion, launched on October 8th at GITEX Technology Week.
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Mike Al-Mefleh, Middle East Regional Director for BlackBerry Mobile, told AMEinfo that BlackBerry had introduced smartphones that use Android Operating System to the global market, in which 80 percent of users rely on Android smartphones.
“This allows users to have access to hundreds of thousands of applications on Google Play,” he said.
But since other smartphones support Android while already enjoying a good market share, what are the features that will draw customers to purchase the new BlackBerry?
BlackBerry Motion, an all touch device
Mefleh explains that the DNA of BlackBerry device has been the keyboard, which is popular among people who are used to this typing experience with BlackBerry.
But the company launched BlackBerry Motion to cater to people who prefer the touch device and to those who have been avoiding BlackBerry due to the keyboard typing experience.
“This expands our portfolio and the new BlackBerry Motion will reach customers who were unhappy with previous devices,” he said.
Mefleh explains that BlackBerry has an extensive legacy of integrating security and privacy into all its products. “We focus on building mobile devices that embed security into the hardware itself,” he said.
“We do not rely on applications to give security to our smartphones. Security in BlackBerry is injected in every step of manufacturing,” he added.
BlackBerry made sure to integrate in its Motion production new features, which it had not previously used, but which are considered as main characteristics of the Androids that already exist in the market.
“We are in the process of continuing to cater to the current BlackBerry users and introduce to them new features, while enhancing the experience and attracting people using other devices,” he said.
“What differentiates BlackBerry motion is that we have introduced the biggest battery (4000 mAh), compared to any other BlackBerry device launched so far, which will give users over 32 hours of continuous usage for email and social networking, calls and other features,” He added.
He continued: “The other new thing that we introduced for the first time in BlackBerry is the dual SIM. It already exists in other smartphones in the market, but it is the first time to be offered by BlackBerry.”
Other features, according to Mefleh, include anti-scratch resistance, water and dust resistance, 5.5 inch display, 12 MP camera, 4GB RAM and 32 GB storage with a slot for SD card, which can be expanded to up to 2 TB.
But besides providing additional features, what is BlackBerry doing to move forward?
BlackBerry has taken part in GITEX Technology Week to showcase its products and launch the new BlackBerry Motion during the big event.
“We have participated in GITEX with a stand for BlackBerry. We have introduced our products to carriers, customers and retailers and they were very well received,” said Mefleh.
Mefleh explained that BlackBerry has also partnered with TCL communications to manufacture, design, and market and sell BB products.
“BlackBerry Mobile under TCL is fully focusing on the hardware aspect, while continuing to bringing devices that cater to people who enjoy and love using BlackBerry. As for Blackberry Limited, it is working on repositioning itself as a software company,” he explained.
Mefleh said that BlackBerry had exceeded its target in terms of sales and launching the products in certain countries. “Our initial target was to launch in 15 countries and now we have exceeded 50 countries,” he said.
“We have a lot of work to do but we are going in the right direction,” he added.