Blackberry’s much rumoured android venture has finally become official with the announcement of the companies first Google powered smart phone called the Priv due to be released later this year.
Priv stands for privacy which has been the cornerstone of BlackBerry’s business over the last 20 years.
Both the phone and the strategy announcement of a non-BlackBerry OS phone came out from a simple press release from the company after many rumours and substantial leaks showing much of the device. The announcement also confirmed that BlackBerry is not yet cancelling development of its own BlackBerry OS but will be developing both Android and BlackBerry OS handsets in the future to give consumer the choice of which they prefer.
The dual development approach however may not be a long term strategy and it is very possible that this time next year BlackBerry, if their Android phones are more successful than their own developed counterparts, could announce plans to drop their own OS in favour of providing additional development resources into their Android security layer that will be their unique selling point going forwards.
Many have been calling doom and gloom for the Canadian company and its easy to see why with BlackBerry currently holding less than 1% of the smart phone market, however with the Priv and future business and security focused smart phones they could start to carve back a market from both corporate users and smart phone fans that still long for the days of durable, long lasting battery phones with a physical keyboard but don’t want to compromise with an unsupported OS that won’t run the many applications the modern mobile user would want to use.
BlackBerry going Android could actually provide a breath of fresh air from smartphone slabs that mostly all look and act the same today.