After the BlackBerry 10 failed to live up to expectations the Canadian phone company announced it would launch an Android based smartphone slated to come out by the end of 2015. The new phone will be called ‘Priv’ as an ode to privacy and have some of the old features BlackBerry customers have come to expect, such as a slide out keyboard which is very rare for current smartphones.
A limited number of apps on the BlackBerry platform was generally cited as the reason for the lack of success of the BlackBerry 10. This was the reason for the switch to the Android platform, so there would be a greater more expansive base of apps.
BlackBerry still has their sights set on becoming more of a software based company, but in the meantime this Android based smartphone is what they expect to correct their companies recent losses. The software the company does sell currently is only 15% of their current revenue compared to hardware sales still making up 41% according to a New York Times report.
‘Priv’ will combine the security and productivity that BlackBerry customers have become accustomed to combined with the expansive app platform that Google’s Android will bring to the table. BlackBerry customers are some of the most loyal in technology and this move should be one that keeps them coming back while the company looks to become more software based.