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Cape Town – BlackBerry’s new slider smartphone powered by Google’s Android operating system represents a blend of security and usability.
“Because it’s powered by Android, Priv will also deliver the largest choice in apps and the most secure experience possible to the widest audience. Priv users will enjoy choice, innovation, security, privacy and productivity,” Eric Lai wrote on the official BlackBerry blog.
The smartphone has a 13.7cm (5.4 inch) curved display similar to the Samsung Galaxy Edge which slides up to reveal a physical keyboard, as BlackBerry channels the Torch styling.
But it is unlikely that the device will run vanilla Android as BlackBerry is known for its emphasis on security.
“Somewhere along the way, most smartphones evolved from tools into toys, with vendors prioritising fun over work. With Priv’s software enhancements, physical keyboard and oversized screen, all enabled by the slider form factor, we’re bringing privacy, productivity, and, oh yes, some sexy, back,” said Lai.
Make-or-break
Unfortunately for BlackBerry fans, the company has been shy to reveal exact launch and availability dates.
“BlackBerry expects Priv to be available later this calendar year in major markets in-store and online. We will release further details in the coming weeks,” Martin Fick, regional Product Manager for BlackBerry told Fin24.
The Priv though, is a make-or-break device for BlackBerry which has seen its share of the smartphone market tank, despite releasing a number of devices in quick succession.
Even in SA where the brand remains popular, IDC data shows that Samsung dominates the smartphone market with 45.2%, followed by Microsoft (7.9%), Huawei (6.1%), ZTE (6.1%) and Apple (5%).
Pricing for the Priv will also be key as the most popular price category for smartphones lies in the $100 to $200 price bracket. Devices in this range saw a surge in market share from 25% to 33%.
Vodacom on Tuesday followed its parent company Vodafone by launching the Smart Ultra 6 smartphone with a 13.9cm (5.5 inch) display priced at R3 199.
“Because it’s powered by Android, Priv will also deliver the largest choice in apps and the most secure experience possible to the widest audience. Priv users will enjoy choice, innovation, security, privacy and productivity,” Eric Lai wrote on the official BlackBerry blog.
The smartphone has a 13.7cm (5.4 inch) curved display similar to the Samsung Galaxy Edge which slides up to reveal a physical keyboard, as BlackBerry channels the Torch styling.
But it is unlikely that the device will run vanilla Android as BlackBerry is known for its emphasis on security.
“Somewhere along the way, most smartphones evolved from tools into toys, with vendors prioritising fun over work. With Priv’s software enhancements, physical keyboard and oversized screen, all enabled by the slider form factor, we’re bringing privacy, productivity, and, oh yes, some sexy, back,” said Lai.
Make-or-break
Unfortunately for BlackBerry fans, the company has been shy to reveal exact launch and availability dates.
“BlackBerry expects Priv to be available later this calendar year in major markets in-store and online. We will release further details in the coming weeks,” Martin Fick, regional Product Manager for BlackBerry told Fin24.
The Priv though, is a make-or-break device for BlackBerry which has seen its share of the smartphone market tank, despite releasing a number of devices in quick succession.
Even in SA where the brand remains popular, IDC data shows that Samsung dominates the smartphone market with 45.2%, followed by Microsoft (7.9%), Huawei (6.1%), ZTE (6.1%) and Apple (5%).
Pricing for the Priv will also be key as the most popular price category for smartphones lies in the $100 to $200 price bracket. Devices in this range saw a surge in market share from 25% to 33%.
Vodacom on Tuesday followed its parent company Vodafone by launching the Smart Ultra 6 smartphone with a 13.9cm (5.5 inch) display priced at R3 199.
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