Dubai: TCL Communication is taking baby steps to lift the global sales of BlackBerry-branded smartphones outside of Indonesia and India.
Canada’s BlackBerry Limited exited the hardware business in 2016 to focus on software business and China’s TCL won exclusive rights to make and distribute BlackBerry-branded smartphones. BlackBerry Limited has signed separate deals for India and Indonesia.
TCL also makes low-cost televisions and Alcatel-branded phones. BlackBerry is positioned as a premium device while Alcatel at certain price points.
“We have started just 18 months under TCL Communication. We have doubled our initial forecast in terms of sales and in over 50 countries. We will continue to establish new markets and partnerships with channels,” Mike Al Mefleh, regional director for Middle East, Africa and Turkey at TCL’s BlackBerry Mobile, told Gulf News.
The company launched two BlackBerry devices — KeyONE (Qwerty keyboard) and Motion — with different variants last year and launched on Thursday Key2 with upgraded Qwerty keyboard, intelligent keyboard and improved privacy controls.
Al Mefleh said that Key2 is very distinct and different from the KeyOne as it combines the best design and a tool for productivity.
“We have taken the learnings from the previous model and developed the best BlackBerry ever. We use the Series 7 aluminium frame to give the right durability and the best intelligent keyboard out in the market. We continue to enhance the keyboard and take it to the next level.
“We have enlarged the keys by 20 per cent and raised the keys by 20 per cent for better typing and productivity compared to KeyOne. We have the 52 shortcut keys and the newly introduced “Speed” key (universal shortcut) which can take you to another programme from inside another programme by creating a shortcut without exiting the programme,” he said.
Although there are many different smartphones to choose from the shelves for consumers today, he said that most tend to offer very similar experiences without much distinction from one to the next.
New model
Al Mefleh said TCL looks even at the minute details when coming out with a phone.
Moreover, he said that TCL will be launching one more model this year but with different variants.
“Our target is to achieve between three and five per cent of the global smartphone market share within the next one year. We see a future and a positive momentum. We are expanding as well as our product portfolio,” he said.
According to global industry reports, all BlackBerry devices, including BB10, shipments stood at 850,000 for last year.
Kafil Merchant, research analyst at International Data Corporation, told Gulf News that it will be a “challenging market” for BlackBerry as there is so much of a gap in the market.
“The region is a price-sensitive market and the price point makes a lot of difference,” he said.
In 2016, BlackBerry Limited shipped 115,000 BB10 devices and 21,000 BB10 units in 2017 while TCL BlackBerry shipped 9,300 units in 2017.
Salient features
• The 4.5-inch IPS LCD screen has a resolution of 1,620 x 1,080 pixels and an aspect ratio of 3:2.
• It is powered by 2.2 GHz Qualcomm Snapdragon 660 processor.
• It comes in two variants: one with 4GB of RAM and 64GB of storage capacity (silver colour) and the other with 6GB of RAM and 128GB of storage capacity (black colour).
• It runs on Android 8.1 Oreo. It comes preloaded with Google Lens and Goggle Assistant.
• It houses dual 12MP rear cameras, one with f1.8 and f2.6 apertures and an 8MP front-facing camera.
• The 6GB/128GB device is priced at Dh2,699 and Dh2,399 for 6/64GB and will be available in the second half of this month.
• The device has the physical “Convenience Key”, which can be programmed as a shortcut to a number of specific functions or apps.
• Fast charging technology and also includes an in-keyboard fingerprint with updated mechanics for an improved tactile response and a more convenient user experience.
